If you’re new to digital marketing, let us be the first to welcome you to the stage of the short attention span theater—where every performance is just a click away from being panned or ignored entirely.

It may sound harsh, but it’s true. Promoting your business online isn’t easy. Even if you’re in a niche market, you’re going to be facing some pretty stiff competition. Simple advertisements and promotional emails won’t cut it. If you want to stand out, you need an effective content marketing strategy.

Content Marketing for Small Business

Now some of you may be thinking, “Come on! I’ve created a website. I’ve signed up for social media. I have to create content, too?”

If it sounds like extra work, that’s because it is. But the benefits of content marketing far outweigh the time, money and effort that goes into it. Let’s look at seven benefits you’ll enjoy when you make content the center of your digital marketing strategy.

1. Provides Consistent Value to Your Audience — And Google

Taking time to create an informative website and fill out your social profiles is commendable and essential to your online marketing strategy. But once your audience has seen this information, what motivation do they have to return? Where is the ongoing value?

When you produce and distribute content consistently, you not only provide ongoing value to your audience, but you also show search engines like Google that your content is fresh, relevant and valuable to the conversation. In other words, you give yourself a boost in the search rankings.

2. Produces a Shareable Commodity

Word of mouth still packs a powerful punch. Did you know that 82 percent of Americans still seek recommendations from friends and family before making a purchase? Or that 67 percent say they’re at least a little more likely to buy a product friends or family recommended via social media or email?

The takeaway here is simple. If you bring something helpful to the table instead of just pushing a product, your audience will appreciate and share that information. And that means repeat and referral business for you!

3. Fuels Your Online Marketing Channels

One piece of content can go a long way. A blog post, for example, can be shared across social media, featured in your weekly email newsletter, or repurposed as an eye-catching infographic. Plus, gated content—which requires the reader to fill out a lead capture form—can be used to collect data and generate new leads.

4. Establishes You as a Go-To Resource

Telling customers you’re available if they have any questions is a nice gesture. But wouldn’t it be better if you could demonstrate your expertise on a regular basis and earn your reputation as a go-to industry expert? Content marketing gives you that opportunity.

Want to share some insightful industry statistics? Create an infographic. Want to guide prospects through a potential process or solution? Create a how-to guide.

Each piece of relevant and helpful content you create and share via online marketing builds your reputation and solidifies you as a top-of-mind resource when questions arise—and when it’s time to make a purchase.

5. Nurtures Relationships

Perhaps the greatest thing about content marketing is that it gives you the opportunity to target specific segments of your audience, no matter where they are in the buying cycle, and subtly help them on their journey towards conversion. Learn more about the benefits that using email automation provides.

Along the way, relationships get stronger and bonds of loyalty form. The next thing you know, you’ve got a host of brand advocates on your hands, which only helps to expand your audience further and raise brand awareness.