Seemingly every business in the world has been told how important it is to invest in content marketing, with billions of dollars spent on this promotional strategy each year. And yet, 40% of small business owners feel it’s difficult to measure the impact of content marketing. If you’re wondering whether your content marketing dollars would be better spent elsewhere, it’s important to learn why generating content online is essential for your business.

Generating Traffic Online

Most small business owners think of content marketing as a tool for growing social media connections and increasing user engagement, but they fail to see how content contributes to organic traffic patterns. Search engine optimization (SEO) has long been a buzzword for content creators on the web, but the correlation between strong content and organic traffic is simply undeniable. Without great content on your website, your visitor count will fall flat.

Delving into the technical specifics of SEO is a significant undertaking, but understand this: investing in content boosts your site’s value in the eyes of the search engines. This result may not be perceptible to the naked eye, but consistently blogging and generating interesting content has a marked impact on your website’s incoming traffic trends. For a more detailed look at the link between SEO and content marketing, take a look at this comprehensive overview from industry leader Kissmetrics.

Building Brand Awareness

Generating content online to build brand awareness is frankly a no-brainer. Spreading the word about your company can feel incredibly difficult as a small business owner, especially if you’re competing with larger chains that have seemingly unlimited marketing budgets. Content marketing is a cost-effective tool for getting your name out there. Best of all, unlike traditional advertising that only delivers results while your campaign remains active, content lives on indefinitely, bringing you business for years to come.

Establishing Authority

Consumers look to industry experts when it comes to making buying decisions. What wine should I pair with red meat? What’s the perfect local spot for date night with my wife? What shoes should I wear with a little black dress?

Content marketing gives you the opportunity to answer questions your target audience has about the products and services you know best. By addressing points of interest for potential customers, you’re building a reputation within your niche. When it comes time to make a purchase, you’re the company these buyers will turn to for reputable products.

Perhaps the single greatest key for content marketing success is patience. Building a following online and generating sales for your business won’t simply happen overnight. As you generate more and more content, the snowball effect will become apparent. As content drives more consumers to your website, your social media following increases and your industry position soars.

If you continue to show your marketing efforts the attention they deserve, you’ll also see your bottom line grow. Take a deep breath and roll the dice. Content marketing isn’t a quick fix for your sales woes, but it is a viable investment for the future of your business.