Business Content Marketing: Why Invest in Organic Content?

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    What if getting major conversions out of your company blog was the everyday norm for your business? What if generating leads and sales could be as easy as turning on your coffeemaker in the morning?

    If you told most business owners that they could do all of this without spending much money, most of them would say, "Sign me up please!".

    And with potential leads and buyers hanging out online for over two hours a day, companies have every reason to be excited about what content marketing can do for them.

    But how do you go from tweets and LinkedIn posts to consultation calls and sales? How do you turn your blog content schedule into a moneymaking machine?

    We're about to tell you all about business content marketing and how a top-notch organic marketing strategy can boost your advertising efforts in a big way. Sound good? Keep reading.

    Business content marketing scrabble concept

    What Is Content Marketing?

    At its core, content marketing is essentially the process of creating content that delivers value to your ideal buyers —but with a twist. Instead of making posts that give people insane amounts of information and leave it there, like Wikipedia, content marketing pieces are designed to move your readers into the next stage of your marketing funnel.

    Put another way, content marketing is about systematically developing the type of high quality and laser-focused content that gets leads ready to pay for your products and services.

    In marketing, there are two accepted categories that fall under the umbrella of traffic generation:

    1. Paid traffic methods
    2. Organic traffic methods

    If you've seen ads in your Facebook or LinkedIn feed, chances are that you've been exposed to the paid traffic approach. And as long as you've got the money, paid traffic can work. But, as you're about to find out, an organic content marketing strategy is another strategy that can generate fantastic long-term results for as long as your company keeps its web page up and posted.

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    What Are the Key Benefits of Organic Content?

    Why should organic content be a part of your digital marketing stack? By our count, there are three powerful reasons for businesses to consider giving organic business marketing a try:

    1. You Can Get Longer-Lasting Results

    Although paid traffic can drive results quickly, there's one major problem with relying on it to generate your leads:

    As soon as you turn off the ads, the sales will stop coming in.

    While the going's good, this might not seem like much of a problem. But if your business ever faces a seasonal downturn or if cash flow gets a little tight due to expansions, losing those sales can harm your company's bottom line.

    With organic content, your results are largely driven through search engine traffic or social media communities. You may need to write up a few tweets or make a new LinkedIn post to drum up additional views, but as long as your content resonates with your demographic, you can expect to keep seeing results even if you turn off the ads for a bit.

    2. You Can Target Other Demographics

    If you're like most business owners, chances are that you can probably identify multiple buyer personas who could use your product or service but currently don't. And that's before you start thinking of the people who would be perfect clients if they were in a different stage of their customer journey.

    When you're in a situation where every click costs you money, however, you have to do what you can to maximize your marketing budget.

    A big part of what makes organic content special is the fact that you don't have to limit yourself in the same way. If you have five, six, or even seven buyer personas listed, you can just create more content that allows you to position your products and services as the solution that your prospects have been searching for.

    In other words, an organic content marketing campaign can help you get significantly more traction simply by targeting a few more specific types of customers.

    Business content marketing organic content blog

    3. You Can Give Your Brand Credibility (While Generating More Sales)

    It used to be the case that visibility was the most important part of digital marketing. You just had to be seen more in order to get more results.

    Today, however, things are different.

    Consumers are more sophisticated than ever and people don't just want to hear about why you think that your products or services are great. They want to understand, in detail, how your business can solve the problems they're facing.

    According to SmallBizGenius, 56% of customers want to work with brands that "get them".

    Content is an excellent way to demonstrate expertise while giving value to your leads upfront. In addition, there's the perk that you'll be able to give your prospects an inside look at what it may be like to do business with you.

    Of course, creating the type of content that gets potential customers nodding along, excited about your offer, and saying things like, "Yes! This is exactly what I've been looking for!" isn't easy. But when you're working with a digital marketing expert who can help you craft your campaigns and plan your posts, you might be surprised at the results your content can generate for your business.

    Could Organic Content Marketing Be the Missing Piece of Your Advertising Puzzle?

    Now more than ever, businesses are looking for ways to generate more sales, get more leads, and fill up their pipelines through digital marketing. But when you're not sure what to do or how to create that kind of strategy, the path that'll take you from a blog post or website pages to generating sales can be murky. But when you have a top-notch organic content marketing strategy in place, it becomes a lot easier to attract leads for a long time to come.

    Want an organic marketing strategy that's been honed by highly experienced professionals? Contact Lift Strategies today!

    Owen is a business consultant with extensive experience in corporate affairs, external relations, strategy, marketing and engagement. He consults with clients to understand the challenges they face and create solutions to overcome. Owen holds an MBA, Master of Business, Bachelor of Business, Diploma of Investor Relations, and certifications in corporate innovation, digital marketing, and product management.

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