If you’ve done any digging into small business marketing, you’ve likely heard the phrase “content is king” thrown around a bit. And while you’ve probably gotten the message by now that content is important, you might still be wondering why it reigns supreme.

There are a number of places where people refer to “content” in marketing, but this article will focus on content in Social Media – Facebook, Twitter, LinkedIn, your company blog, etc.

According to Social Media B2B, B2B (business-to-business) companies with blogs generate 67% more leads per month on average than non-blogging firms. Now that’s worth looking into!

The value of good, exciting, original content like blog posts lies in the concept of compounding.

Susan Gunelius (Forbes.com) says of the compounding effect of social media participation: “Imagine that you have a website for yourself or your business with 10 pages.  That’s 10 entry points for Google to find your site through keyword searches.  Now, imagine that you add a blog to your website and write a new blog post every day for a year. That’s 365 more entry points for Google to find your site.”

Not only does more content that links back to your site improve your standing with search engines, it will also improve your chances of mobilizing your customers to become advocates for you. In an article for Entrepreneur Magazine, Gunelius points out, “if you publish amazing, quality content and work to build your online audience of quality followers, they’ll share it with their own audiences on Twitter, Facebook, LinkedIn, their own blogs and more.”

Now that you understand why content is so important for driving traffic to your site and generating leads, where will you start first? Look forward to more articles in the coming weeks about the best places and practices for getting your content out where it belongs.

More from this series on content marketing:
Best Practices for Posting on Facebook
Content Roundup: Leveraging LinkedIn in 4 Easy Steps
Tweeting Your Way to #Success
Using Pinterest to Drive Traffic and Engagement


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