{"id":70219,"date":"2015-08-12T17:13:45","date_gmt":"2015-08-12T17:13:45","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/how-does-content-affect-your-bottom-line\/"},"modified":"2015-08-12T17:13:45","modified_gmt":"2015-08-12T17:13:45","slug":"how-does-content-affect-your-bottom-line","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/how-does-content-affect-your-bottom-line\/","title":{"rendered":"How does content affect your bottom line?"},"content":{"rendered":"

Research has found that conversion rates for brands using content marketing are six to seven times higher than those that don\u2019t (source: Aberdeen Group). <\/em>So how do the words on the page link to the numbers in the accounts? It\u2019s simpler than you might think.
\nUltimately, online content stands to deliver three broad benefits:
\n1) Visibility<\/strong>
\nWithout content what is there to see? What is there for search engines to index and for potential customers to bump into?  To be found and be seen online you need to be publishing content.
\n2) Authority<\/strong>
\nYou can\u2019t ignore the online conversation. It\u2019s an opportunity to build connections and be seen as the authority on subjects of relevance. It\u2019s also an opportunity to educate potential customers about your products before your competitor does. You can use content to build your profile online, providing plenty of easily-found, easily-accessed content that your customers find helpful, thus making you the go-to expert for your market.
\n3) Engagement<\/strong>
\nWhen customers enjoy reading your content or benefit from doing so, your brand will automatically go up in their estimation. The more you can connect with them, the better. So content ultimately drives relationships, trust, loyalty and overall awareness.
\nBut how do these things link with the bottom line?<\/p>\n