15 Things Content Marketing Does for Your Business

2 minute read

Upland Admin

When I explain what I do for a living, I get a lot of questions from friends and family—including “why are companies doing content marketing?”

To me, this a very obvious answer: Content marketing drives revenue.

Content is at the heart of any local or global marketing strategy. It allows startups to make a splash.  It builds trust. It’s the infrastructure B2B companies rely on to drive business.

I’m sure other content marketers get asked this “why content marketing” question too. That’s why I’ve made a list of 15 things content marketing does for your business.

Hey friends, this is what “content marketing” is all about.

Content Marketing…

  1. Drives organic traffic to your business as people search for answers to their questions.
  2. Beefs up your site with semantically relevant copy, giving you competitive search advantage.
  3. Makes your site map huge and visible to Google. Again, an SEO perk.
  4. Impresses Google‘s Panda and Hummingbird updates to keep your site atop search results.
  5. Establishes your business as a thought leader by showcasing your knowledge in your vertical.
  6. Surfaces content for discovery meant for any audience that’s looking, increasing your overall reach.
  7. Keeps your site fresh and vibrant, which makes your organization more credible. 46.1% of people say a website’s design is the number one criterion for discerning the credibility of that company.
  8. Provides sales teams with insights for conversations with prospects.
  9. Warms up sales calls, by providing contextually relevant conversation starters.
  10. Provides fuel for marketing automation and email marketing campaigns.
  11. Supports customer service with answers to common customer questions and concerns.
  12. Develops connections between industry leaders in the form of influencer outreach and interviews.
  13. Provides case studies of your product via interviews with customers.
  14. Establishes trust between you and your customer. The more altruistic your content, the better the emotional connection your customer will have with your brand.
  15. Gives your site a competitive advantage for paid search. Your assets provide a foundation for great paid content campaigns.


…but I’m confident the list is longer than 15 things. If you have one, add another value you think content marketing brings to the table in the comments below.

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