Should Your New Business Invest in Content Marketing?

by Sujan Patel

4 min read

If you’re on the fence about content marketing, questioning whether or not adding a new strategy to your marketing mix makes sense at this time, I’ll save you time with a quick answer: Yes.

Yes, your business absolutely needs to be investing in content marketing, whether your company is totally new to the practice or has already made forays into the field. But if you’d like a bit more evidence to back up this recommendation, consider the following statistics, all of which make a compelling case that content marketing is here to stay.

1. 88% of B2B Organizations and 76% of B2C Companies Market With Content

First of all, regardless of company size or industry, it’s worth noting that adoption of content marketing is quite broad, according to research conducted by the Content Marketing Institute of both business-to-business (B2B) and business-to-consumer (B2C) companies.

And while you certainly shouldn’t adopt a new strategy just because others have taken it on, it’s worth noting that if content marketing isn’t a part of your current or future promotional plans, you’re putting your company at a serious risk of being left behind.

2. 51% of B2B and 50% of B2C Marketers Are Planning to Increase Their Content Marketing Spend Over the Next 12 Months

Not only are the vast majority of B2C and B2B companies actively using content marketing to promote their businesses, roughly half of them are actually looking to expand their investment in the future.

Remember what I mentioned earlier about the risk of falling behind? That impact is only going to be exacerbated by those companies that are pushing forward even further with this marketing approach. To put it another way, they’re moving forward while you remain stagnant, which grows the gap with each passing post.

3. Content Marketing Can Boost Your Web Traffic by 3,000% or More

It sounds crazy, but one company, Segue Technologies, was actually able to increase the number of visitors arriving on their pages by 3,000% over the course of a year, thanks to their increased production of content.

All of that comes from an average of four blog posts a week, and the company has seen a corresponding increase in leads and sales as well.

Sure, your website’s traffic gains may not be quite as impressive. On the other side of the spectrum, for added context, there’s no way a company like Amazon could boost their visitor count by such a big multiplier. But even if your improvements are smaller, you’ll likely still see an improvement in on-site conversions. That’s because the low cost of producing content will likely contribute to an overall positive marketing ROI.

4. Inbound Marketing Delivers 54% More Leads Into the Marketing Funnel Than Traditional Outbound Marketing

Speaking of leads, the 2015 edition of HubSpot’s annual “State of Inbound” report suggests that content marketing practices are far more effective at driving new leads than traditional interruption-based messaging.

Later, the report goes on to describe how adopting an inbound strategy can double average website conversion rates, from 6% to 12%. More leads and greater conversion rates across those new leads? If you ask me, that’s a no-brainer.

5. 82% of Marketers Who Blog See Positive ROI for Their Inbound Marketing

One final highlight from HubSpot’s report bears mentioning: the vast majority of marketers who take advantage of a primary content marketing strategy—blogging—see a positive return on their efforts. Intuitively, this makes sense. Compare a blog post that’s published on your company site to running a full-page ad in a trade publication or local newspaper.

On average, the blog post will:

  • Be less expensive to run. Chances are that you have internal staff members who can help you craft content for your blog. Even if you don’t, outsourcing high-quality blog content can be done, starting around $0.10 per word. Once you’ve paid to have your post written, however, publishing it is free. Compare that with the high cost of print media insertion rates, and it’s clear that blog posts come out ahead.
  • Provide greater long-term value for your company. A traditional print ad runs once. That’s it. A blog post, on the other hand, sticks around for as long as your site is live. Even if it’s months or years down the road, prospective customers can see the content you’ve created whenever they come to your site.
  • Offer benefits beyond education. Once published, a blog post can improve your site’s search engine optimization (SEO) rankings, leading to a potential increase in organic search traffic. That gets leads into your on-site sales funnel. Can your single-page print ad do the same for your business?

Ultimately, the decision to invest in content marketing is a personal one that can only be made after fully considering the unique factors affecting your business, its industry and its target audience.

Even so, I can offer a brief anecdote of my own in support of content marketing. I can tell you that after publishing more than 250 articles online, I’ve seen my business grow in ways I’ve never expected. I’ve been invited to speak at conferences, and I’ve developed a personal following that’s supported the growth of the companies and projects I’m involved with.

In my opinion, content marketing is simply the way of the future. The only question that’s left is whether or not you’re ready to get on board.

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