Is content marketing worth it? Well, the truth is that such a strategic marketing approach has become a multibillion-dollar industry over the last few years for a reason. Marketers simply found that…it works!
Content marketing can help create brand awareness and establish your business as an authority on the market. Furthermore, it costs less than traditional ads, has a high ROI, and will withstand future SEO changes.
Content marketing is one of the most cost-effective ways to promote your business and its products or services online. It can be the difference between success and failure in a digital age heavily dependent on word of mouth, reviews, brand recognition, and trust.
With more people than ever before using social media platforms to research companies they may purchase from, content marketing has become an essential part of any marketer’s strategy.
But beyond generating leads for potential customers or repeat business from existing ones – is content marketing really worth it? In this blog post, let’s explore why creating engaging content should form a central part of any digitally minded marketer’s toolkit.
So, is content marketing worth it? Let’s dive into this!
5 Reasons Why Content Marketing is Worth It
1. Traditional Advertising Methods are No Longer Effective
Consumers don’t want to see advertisements anymore. In fact, the majority of people find traditional ads to be ‘annoying.’ And as a result, over 42% of Internet users utilize ad-blocking software.
One of the best things about content marketing is that the ads don’t get ‘thrown’ into the customer’s face, the potential client is the one who is going to search your content intentionally.
For example, 95% of customers read product or service reviews before making a purchase, and 70% admit that they would rather read an article about a brand than see their ad.
2. Content Marketing Helps Establish a Strong Connection With Your Audience
Is content marketing worth it? Well, over 65% of consumers felt that the brand is ‘trustworthy’ and ‘helpful’ immediately after reading a piece of educational content from that brand. And the best part is that in a week you’ll see at least an 8% increase of this number.
If you manage to create content that is specifically tailored to your target audience, you will start building an ongoing relationship with potential customers. Do bear in mind that it does not mean that you will immediately see a great increase in sales.
But the time spent on building the relationship will definitely be worth it in the end as you’ll attract returning customers who would be happy to share information about your brand with others.
Basically, content marketing is about bringing in high-quality leads. Gone are the days when marketers tried to shamelessly sell something to potential customers.
Now it’s time for brands to start generating useful content focused on educating and helping people. And once the consumers begin perceiving you as a knowledgeable and authoritative resource, they will start buying from you.
3. Content Marketing Doesn’t Require Huge Investments
The main thing that you would have to invest in when it comes to content marketing is the actual content creation. And even though you can, of course, go all out and get tons of professional equipment, it is not necessary.
Furthermore, once a piece of content is created, you wouldn’t have to regularly pay for it to be shown across various platforms (like in the case of traditional marketing). Your content will simply continue to exist, no matter what.
Overall, content marketing costs about 60% less than traditional advertising.
4. Content Marketing Will Withstand Future SEO Changes
Google is constantly coming up with SEO updates. And if a decade ago stuffing your text with keywords was enough to get it to the top of the first search page, today, such a strategy is no longer acceptable.
What we know for sure is that consistent, high-quality content will start ranking higher in search engines. This means that if people find your content useful and engaging, Google will like it as well. In a word, SEO updates will continue to trend in the direction of the consumer’s best interest.
By the way, once you get ranked in one of the top positions in Google search results, you will earn a higher CTR. In fact, the first organic position has a CTR of nearly 40%.
Fun fact: The ads that are usually shown above the organic results typically have a 2% click-through rate. This only proves that people don’t really care about the traditional ads – they want to see organic results!
5. Content Marketing has a High ROI
Let’s talk numbers:
- Content marketing leads to a 13-time increase in ROI (when compared to traditional marketing).
- It is able to generate 3 times more leads and has a 6 times higher conversion rate.
- Small businesses with blogs generate over 125% more leads than those that don’t have a blog.
With all that being said, you should remember that it might take months or even years for the brand to be able to translate its content into sales opportunities. Content marketing is a long-term strategy that might not bring instant results, but, ultimately, slow and steady wins the race.
Final Thoughts: Is Content Marketing Worth It?
Content marketing is a great and effective way to help businesses establish themselves as an authority in the online market. With its many advantages such as being more cost-effective than traditional advertising, having a high return on investment and its ability to withstand SEO changes, content marketing has become an essential part of any marketer’s toolkit.
Additionally, with more and more people researching businesses online via social media platforms, the power of content marketing continues to expand the reach of any business that opts into following this strategy.
So is content marketing worth it? Yes! All in all, content marketing is an invaluable asset for those looking to ensure their business stands out from competitors and helps to future-proof their online presence.
Chris Henneghan is one of Schubert’s longest-standing employees, starting with the agency in 1987. She now serves as Senior Vice President and Brand Strategist. Chris is a Notre Dame grad and enjoys tennis, golf, hiking and reading.
Learn more about Chris