Originally published January 17, 2018. Updated February 25, 2025.

Content marketing is a non-negotiable in today’s digital first landscape. If you want to have a presence where your target market spends time, it’s less about geography and more about which digital platforms they prefer. In other words, if you don’t feel like you’re connecting with your target audience and you aren’t implementing a digital marketing strategy, you’re missing countless opportunities. So, what can change? How do you find a new way to communicate? What would set you apart from the rest of your competition that wouldn’t require you to be a technology savant?

The answer: content marketing.

There was a time when content marketing centered around blog posts.  Now it’s expanded to videos and social media as well, casting a wide net into the digital landscape. The goal of the net is to draw prospects to your website. Blogs are one great way to do that. Below are four ways content marketing advances your overall business and establishes a presence in the digital market.

Let’s start with the most obvious…

Content Marketing Drives Traffic

People are constantly looking for answers and solutions that will make their business life better. And while there may have been a time when they unshelved an encyclopedia or dusted off an old marketing textbook, the generations who grew up with access to the internet simply ask Google. Or TikTok. Or YouTube. The ultimate goal of content marketing is to provide Google et al. with the answers to the questions your target market asks. Writing blogs just to be writing them no longer serves the mission. The landscape is too competitive. However, writing quality blogs that offer expert advice and are easy to read sets you apart as a thought leader. People tend to trust thought leaders, to seek them out when they need assistance. And just like that your blog generated leads.

Connects with Your Client Base

The great thing about content marketing is that it gives your audience a sense of who you are as a company. You can develop your own voice and have space where you can dive deep into solving the problems your customers face. Not only do you provide your readers with good content that they want to read, but you’re also building authenticity. People want to see what you have to share.

Blogs and social posts are fantastic ways to connect with your audience. Once people start to follow your work, they will begin to view you as a trusted industry resource. This is the ultimate distinction to steal from your competitors.

Establishes Credibility

That kind of distinction naturally leads to credibility. As you provide more and more quality content, you become an invaluable resource to your readers. Before too long, they will start coming to you to find the solutions to their problems. When it comes to promotional products, you will be the voice of authority and top of mind when they need what you offer. And if potential customers find answers to their questions via your blog, a foundation of trust will be laid before they even get into business with you.

Enhances Your Marketing

SAGE offers a content package with the purchase of the SAGE Website Professional Plus. The content package includes industry-relevant blogs, social media post ideas, and informational videos, helping you plant your flag in the digital landscape and cast a broad net toward your target market.

Content marketing is a timeless and effective way to improve your business. People learn about your company while also gaining new insight into the promotional products industry as a whole.