Using content marketing to help market your website is not only highly recommended, but also absolutely essential. Content is king…and now it’s kinglier than ever. If your website isn’t full of quality content that resonates with your potential customers, you’re going to fall off the map when it comes to online customer acquisition.
But the issue I’ve seen with dozens of business is the lack of time and expertise to create quality, converting content for their digital presence. And that’s why I want to help.
I’m going to reveal the #1 secret to creating great website content that will help get you more web traffic and more quality leads.
Let’s go.
Content Marketing Strategy: The Challenges
Okay, before I go into that secret, let me fill you in on some hard facts.
According to Content Marketing Institute:
- 54% of B2B marketers say a lack of resources is a challenge when it comes to their content creation and marketing
- 45% of B2B marketers lack a scalable model for content creation, 35% have one, and 20% are unsure if they do
- More than half of B2B marketers (55%) say it’s challenging to create content that prompts a desired action
Plus, there are a whole host of other issues preventing them from scaling up and taking advantage of content marketing as an effective customer acquisition funnel, as this graphic illustrates:
But that’s just the tip of the iceberg. Businesses also report that it’s challenging to measure content performance in terms of ROI and customer journey, putting them off creating a content marketing plan.
Content Marketing Strategy: The Successes
However, there’s also the flipside of these statistics:
Of B2B Marketers surveyed, 87% say content has helped them create brand awareness, 74% say it has helped generate leads, 62% found it nurtured subscribers/audiences and leads. And there’s more that you can see in this chart:
The Secret Ingredient in Content Creation Success
So what does this tell us?
That creating content for business is challenging and takes effort, but when done and done correctly, it can pay immense dividends for a business.
In fact, when it comes to the businesses that have seen the most success with their content marketing, they attribute it to the following:
- 77% produce high-quality content
- 70% possess industry expertise
- 69% have high-performing team members
- 62% set goals that align with their organization’s objectives
- 53 % measure and demonstrate content performance effectively
And this, to me, seems pretty obvious. If you produce high-quality content that’s based on your industry expertise and have high-performing people (either in-house or with an agency) that can post that content that align with the goals of the company, and you’re able to properly measure the effectiveness of that content, then you’re bound to succeed.
But there’s one thing that’s missing in all of this that I believe is the #1 secret to creating great content. It’s something that is absolutely necessary when creating content that will help you resonate further with your audience and increase the likelihood of them engaging with you.
And that is secret is authenticity.
7 Reasons This Content Marketing Tip Is So Crucial
Authenticity is one of the most powerful tools your business can leverage.
Why?
Builds Trust and Credibility
When your content is authentic and honest, customers notice. Transparency shows you have nothing to hide, building that all-important trust between your business and your audience. People are much more likely to engage, make a purchase, and stay loyal to your brand when they see you’re being real with them.
Stands Out in a Crowded Market
Think about it—there’s a lot of noise out there. Authenticity is what makes your brand memorable. It’s your unique voice, values, and story that will set you apart from competitors. By showcasing what makes you you, you’re creating a lasting impression.
Connects with the Right Audience
Ever notice how genuine content just clicks with certain people? That’s because it feels relatable and addresses real needs and concerns. When you align your content with your ideal customer’s pain points, interests, and values, you build an emotional connection. And that emotional connection is what drives loyalty.
Boosts Engagement
People naturally gravitate toward content that feels real. When your posts are authentic, you’ll see it reflected in higher engagement—think more social shares, meaningful comments, and even referrals. Genuine content is just that much more shareable.
Helps with SEO
Did you know that being authentic can even help your SEO efforts? Search engines prioritize high-quality, original content that provides value to users. Authentic content keeps visitors on your page longer, reduces bounce rates, and improves your site rankings over time.
Builds Long-Term Relationships
Customers aren’t only looking for transactions—they’re looking for connection. When you share their values and genuinely care about them, you’re building relationships that last. Repeat customers and brand advocates? Those come from authenticity.
Reflects Your Company Values
Showing authenticity means standing by your mission, values, and promises. More and more, customers want to support companies with a purpose beyond just making a profit. By staying true to your values, you show them you’re a brand they can believe in.
How to Stay Authentic in Your Digital Marketing Content
Okay, so how do you exude authenticity within your content marketing? It’s easier than you might think:
Be transparent. Don’t just share your wins. Show your challenges too—customers will value your honesty. Look, nobody is perfect and by sharing your challenges, it will help your reader relate more to you.
Use a real voice. Drop the corporate tone. Speak to your audience like you’re talking to a friend. When you watch my videos or read my articles, I’m speaking in my real tone of voice, using phrases that I would use as if I was talking to someone in person at a party. It helps with making and keeping connections.
Highlight real stories. Share testimonials, case studies, and behind-the-scenes moments. Talk about past experiences and what you learned from them.
Stay consistent. Keep your messaging aligned with your brand’s values across every channel. That’s with your website and your social media and whether you’re doing video, written blogs, or anything else.
Authenticity isn’t just a buzzword—it’s a strategy that works. When you’re honest, genuine, and aligned with your values, you create content that not only attracts but retains a loyal and engaged audience.
Need help with finding or creating your own authentic voice in your business blog? Contact the content marketing experts at Numero Uno Web Solutions.
