Content marketing involves consistently creating and sharing valuable information with the intention of stimulating interest in a brand and driving profitable customer action. In the past, content had been considered an expense, but today 92% of organizations view content as a business asset. Content marketing is especially beneficial to private equity firms since it supports fundraising and deal sourcing. Here’s how:
1. Lead Generation
Content marketing generates over 3x as many leads as outbound marketing and costs 62% less. What’s more is that it can help you generate high-quality leads that fit within your investment criteria. By regularly providing those leads with useful content tailored to their specific needs, you can build long-lasting relationships that result in proprietary deals.
2. Reputation Building
Through creating a repository of online content, you can position your firm as an expert and industry leader in business growth. Leveraging your thought leadership content with news media and social networks can further build your reputation and increase exposure to your target audience. When an investor, advisor or business owner that meets your investment criteria seeks an opportunity, your firm will be at the top of their minds.
3. Resource Effectiveness
An investment in content will continue to drive business long after it’s been published. This is because online content lives eternally; it isn’t taken down, thrown away or quickly skipped over. Instead, people actively seek it out. Adding content to your website also makes it easier for users to find your business via search engines. In fact, websites with blog content have 434% more search engine-indexed pages than those that don’t publish content.
These same content marketing concepts can be applied to your portfolio companies to accelerate their growth by generating quality leads, reducing the cost of customer acquisition and conversion and enhancing their reputations of their brands. To learn more about how content marketing can help drive results for your private equity firm, download our Content Marketing Guide.
This article originally appeared in Crain’s Cleveland Business.