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The Top 10 Ways Content Marketing Builds Your Clients’ Brand in 2017

This post about building a brand was written by Charlene Baker, who was Verblio’s (formerly BlogMutt) spotlighted freelance writer for the month of March and is featured on our Meet Our Writers page.

Char wrote this guest post on a topic of her choice. Visit her writer profile to read more about her experience and for customer testimonials praising her work. 

We can agree that content marketing is perhaps the most powerful strategy to building an authoritative and credible presence online.

From driving more traffic to websites, increasing visibility, fostering relationships with followers and customers, to generating leads for sales funnels, effective content marketing will continue to yield amazing results for brands in 2017.

As an agency, you have the incredible opportunity to help your clients expand their reach and influence in their respective industries. They can experience true growth by leveraging a working content plan that gets in front of their audience and moves them to action. Simply put, content marketing positions your clients to be strong and long-lasting in a competitive market.

Set your clients up for success in 2017! Here are the top ten ways how content marketing will help build your clients brand and why your services are crucial in an ever-evolving digital age.


1. Content marketing positions your clients as industry leaders.

At the heart of content marketing is publishing content that offers value to its intended audience. By consistently sharing content that educates, informs, inspires, and solves problems, your clients will establish themselves as experts in their field. It’s the start of forming relationships with their potential customers, building the know, like, and trust factor.

Content marketing also bolsters thought leadership, giving your clients the slight edge above their competitors. Delving into topics related to their niche, reporting trending news, and highlighting influencers are just a few ideal tactics to cementing your clients’ online presence.

2. Content marketing increases their brand awareness on social media networks.

With over 2 billion active social media users, more people desire to interact with their favorite brands on social networks to stay connected. In fact, one-third of millennials actually prefer to communicate with brands via social (source: Business2Community). It’s imperative that your clients are active on their social media accounts to reach and engage with today’s consumer.

Developing a strong social media strategy for your clients positions them to win! They will boost brand exposure, grow their followership, send new and repeat visitors to their sites, and increase leads. Also, social profiles rank in search engines…giving your clients greater visibility on Google and Bing. According to Kissmetrics, social media profiles are often amongst the top results in search listings for brand names.

Successfully get your clients in front of their market on social media through a solid content marketing strategy.

3. Content marketing improves visibility in search engines.

Did you know that companies who published 16+ blog posts per month received almost 3.5 times more traffic than companies who only published 0-4 monthly posts (source: HubSpot)? Blogging gets your clients more links back to their website and positively impacts ranking in search.

You see, every blog post is another piece of online real estate to drive visitors to their web pages. With quality-rich content and proper SEO techniques, your clients better their chances of “showing up” for relevant keyword phrases, significantly increasing brand awareness.

Search is certainly a top go-to tool for consumers to find information and solutions to their problems. You can help your clients attract the right audience from the big engines to capture leads and ultimately improve sales.

4. Content marketing bolsters their lead generation strategy.

One of the primary objectives for businesses in their online strategy is growing their email list. The more qualified leads there are to work with, the more opportunities for sales and repeat customers.

Since most people visit websites and will never return, you want to maximize these moments by creating as many working avenues for your clients to capture leads. Content mechanisms like landing pages, web forms, pop-ups and lead magnets will convert their blogs into a lead generating machine. Besides, small businesses that blog receive an incredible 126% more lead growth than those that do not.

Videos are also excellent tools for capturing attention and moving viewers to action. The key is having a compelling offer that entices their visitors to opt-in and subscribe.

5. Content marketing drives ongoing traffic to websites.

When done right, content marketing will drive major traffic to your clients’ websites. You see, a chief advantage to encouraging your clients to link a blog to their current website is that it gives their prospects a reason to return. Their website and its pages typically remain the same, sharing their products, services, team and company’s vision.

A blog, however, is constantly changing, providing new insights, reports, how-to’s, demonstrations, breaking news and training that prospects can learn from. They’re more apt to return because they’ll expect something different than their previous visit. Repeat visitors positively impacts ranking in search, amplifying visibility (source: Jeff Bullas).

They will thank you for it!

6. Content marketing helps your clients build amazing relationships with their customers.

Email marketing is the bridge that converts leads into buying customers. It keeps followers connected with your clients brand long after visitors leave their website or social media page. Using lead nurturing tactics, your clients will successfully move prospects along the buyer’s journey to the closing decision.

During that process, your clients will foster amazing relationships with their leads by sharing valuable content that continues to solve problems, offer expert advice, and entertain. Since it takes multiple touches before the final transaction, giving value in the meantime is a great way to keep your clients brand “top of mind”.

Here are a few other ways that content marketing builds relationships:

  • Live-streaming platforms like Facebook Live, Periscope, and Instagram Stories are generating tons of engagement on social media. These real-time experiences makes your clients brand personable and relatable.
  • Webinars gives your clients a chance to dive deeper into topics, opening the door for Q&A at the end of the broadcast.
  • Videos allows people to connect with and see who your clients really are, humanizing their company.
  • Responding to social and blog comments shows that they value followers’ opinions and feedback.

7. Content marketing is customer-approved!

Ad-blockers are becoming increasingly popular among consumers. Traditional methods of advertising that were once effective prior to the digital era are having to become more creative to stand out and get noticed without coming off as pushy or annoying.

Yet, consumers are totally interested in gathering information on their own terms and learning about products before they buy without the pressure of a regular sales pitch. Content marketing captures their attention. They seek answers and your clients show up as the solution. It’s a better approach…one much preferred by customers.

8. Content marketing positively impacts your clients’ bottom line.

A big benefit to content marketing is the revenue generated for your clients business. The following stats and figures illustrate the power behind executing a solid content strategy:

  • 70% of customers say that blogs influence what they buy (source: Business2Community)
  • For B2B brands, 56% of purchasing decisions came as a result of a blog post (source: DemandGen Report)
  • Marketers have noted a 760% increase in revenue from segmented campaigns (source: Campaign Monitor)
  • Social media now plays almost as large a role in purchasing decisions as does TV (source: Business2Community)
  • 64% of users are more likely to buy a product online after watching a video (source: HubSpot)
  • 9% of marketing professionals worldwide name video as the type of content with the best ROI (source: Hubspot)

Improve your clients’ bottom line by guiding them in the planning and implementation of content writing services that align with their business goals.

9. Content marketing will better clients’ customer retention.

Studies reveal that it takes more work to get a new customer than it is to keep a current one. In fact, acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one.

The good news? Content marketing doesn’t simply stop at converting your clients’ leads into customers. It goes beyond, desiring repeat business towards growing a loyal fan base who rave about their brand to family and friends.

You see, content marketing encourages you to create a strategy where your clients are building an army of satisfied customers who gleefully send referrals. Through surveys, social monitoring, preferred customer programs, and sharing valuable content, your clients will have the right ammunition to WOW their clients…keeping them coming back for more.

10. Content marketing highlights their brand personality.

The beauty about content marketing is that brands are able to fully express who they are, bringing authenticity and transparency to their messages. It gives your clients the freedom of showcasing their personality, mission, and vision for their company and customers. These experiences are crucial for humanizing their brand and making them relatable in the eyes of their consumers.

Encourage your clients to utilize tools like live-streaming video, YouTube, and blogging to share their story and show the world who they are.


The results are in: an effective content marketing strategy will build and accelerate your clients brand in 2017! Help your clients excel this year by developing an actionable plan they can implement to work towards their business goals. With consistency, they will experience long-term results and positively impact their customers.

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