How Content Marketing Can Help Supercharge Your Business

Growth is the hallmark of any successful business, but it has become increasingly difficult to attract and retain customers in a market where most solutions have multiple solid alternatives. Content marketing is one of the best and most cost-effective ways for your business to not only stand out in a sea of options but also earn your customers' trust and loyalty.

Odunayo Eweniyi, the COO of PiggyVest, Africa’s leading consumer fintech (and my boss for the past three years), has seen firsthand how content marketing can supercharge a business’ growth. 

What is content marketing?

Content marketing is a marketing strategy that uses valuable and relevant content to attract, engage and retain a defined audience. Some common content marketing examples include blog posts, videos, ebooks, comics, case studies, reports, podcasts, infographics, and more.

Before we get into it, take a second to think about the last person who solved a problem for you or your business. Mine is Peter, the designer who helped me build my dream website (the one you’re on right now). As I’m sure is the case with you and your last problem-solver, I fondly think of Peter whenever I engage with this solution he offered.

That’s why content marketing works. Instead of trying to directly sell your product or service to an increasingly ad-averse audience, the focus is on providing useful information that helps your target audience solve their problems. This strategy fosters a solid connection, making them more likely to become customers and brand evangelists. 

Why content marketing is right for your business 

1. It is cost-effective

Content marketing can cost up to 62% less than traditional marketing. Beyond the initial content creation costs, the long-term return on investment of great content is almost impossible to quantify. This is because well-optimised (and cleverly repurposed) content will continue to serve your business long after it is published, organically attracting and retaining customers.

2. Builds brand awareness

According to the rule of seven, customers must see your brand at least seven times before committing to a purchase decision. Content marketing ensures potential customers discover (and continue to come across) your business in an increasingly crowded market. That growing familiarity with your brand and its offerings will make converting them to long-term customers much more effortless. 

3. Strengthens customer relationships

Customers are more likely to patronise businesses they feel connected to, and content marketing is the best way to build and foster that connection. You will strengthen that relationship and build trust by consistently creating content that adds value to your customers' lives. 

A fan of Grown Ups, a viral comic series I helped create for PiggyVest, said the series’ handling of the characters’ complex financial lives convinced her that the fintech truly understood its users' struggles concerning money management. 

4. Increases organic traffic

In 2023, the number of times people discovered PiggyVest through Google grew by over 500%. That’s the power of content marketing. Content optimised for search engines will improve your business’ discoverability, reducing dependency on paid ads for visibility.

5. Builds authority

By putting out thoughtful and informative content, you can position your business as an authority within your industry. Thought leadership makes you the brand customers turn to when they need industry-specific answers, making them more likely to choose your products or services. 

An example of impactful thought leadership content is the PiggyVest Savings Report 2023, a comprehensive report by the fintech about how Nigerians navigated money in 2023. The report, which over 100k people have read, trended on X for 24 hours after its launch, earning raves from users and boosting the website’s overall domain authority.

6. Generates leads

Content marketing generates 54% more leads (potential customers) than traditional marketing. With every new piece of optimised, relevant content you publish, you improve your business's chances of attracting quality leads who are already curious about your solution. 

7. Improves conversions and sales

Audiences are more wary of ads than ever before, and that is why content marketing is your best bet at converting leads and making sales. Helpful content that naturally weaves the value of your business’ offerings into its narrative is more likely to convert a lead to a buyer than a traditional ad. 

8. Aids your customer support team

Quality content that eloquently answers your customers’ most pressing questions and concerns will sufficiently reduce the workload of your customer support team, allowing them to focus their time on more critical tasks.

9. Give your brand a personality

Content marketing is the best way to give your brand a distinct personality your audience will love. Beyond merely stating what your business stands for, great content offers a medium through which you can express your values, voice, and overarching mission.

Conclusion

By now, you should have a solid understanding of how content marketing can help your business achieve its growth and branding goals. The first step is to create a content strategy, a comprehensive plan that guides the intentional creation, maintenance and distribution of relevant content. 

Now, this is where I come in. I have a decade of experience ideating and executing content strategies for businesses across various industries (you can check out my portfolio here). If you want to invest in content and supercharge your growth, you can fill out this form and we’ll kick things off with a consultation. Let's make your business stand out from the crowd.