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.