Inbounding Traffic to Your Site
One of the most essential roles of content marketing is to inbound traffic to your website. This is a very powerful way to promote your expertise, niche, and/or unique selling proposition. So long as you include the right calls to action, the audience that engages with your content will be more likely to visit your website.
Building Brand Awareness through Engagement
As the roots to inbounding traffic, the audience’s engagement with your content is what fuels the relationship. Here, quality and relevancy are paramount. Any content you publish is a reflection of your business and its brand. Be creative, but in a respectable context that relates to your target market.
Generating Natural Link Popularity for SEO
When content goes socially viral, it tends to attract a lot of popularity as a result. When people link to good content (link popularity,) it can earn a certain degree of authority. The primary measure of authority is typically a scale of 1-10 based on Google’s “PageRank” mechanism. So a webpage with a PageRank (PR) 6 is considered very high authority compared to a moderate PR 3. From a SEO standpoint, if webpage has a higher level of authority (or PageRank,) then the outbound links coming from that site will be more powerful.