Why Content Marketing is a Savvy Investment

COVID-19 has rocked most industries to its core, causing widespread disruption and outright confusion. Bouncing back will require some innovative thinking and new marketing strategies. 

Yet, how and where do you spend your money when times are uncertain? How do you know if your investment will pay off and if it’s worth the initial outlay?

If you’re looking for a cost-effective way to achieve results and start pulling in inbound leads, organic content marketing could be a good bet. Research from the Content Marketing Institute shows that content marketing generates 3x as many leads as outbound marketing and costs 62% less. 

While we’ve previously explained the long-term value of content marketing, we believe content marketing has a vital role to play in helping companies recover from the current situation and here’s why.

Why Invest in Content Marketing?

In an uncertain and unstable economy, you need to make sure you’re spending your money in the right places. While most people realise the value of content marketing, few truly understand the potential ROI from a successful content marketing campaign.

A Mini-Case Study: Long-Term Value of Content Marketing

Before COVID, we produced regular long-form articles for a company with ties to the hospitality industry. Unsurprisingly, COVID caused massive disruption to their business and they needed to hit pause on their marketing. 

A few months later, we took a look at their Google Analytics and were surprised by the results. While overall site traffic had dropped by 88%, our long-form blog content continued to pull in the same level of site traffic attracting thousands of visitors every month.

Content Marketing ROI

According to the Content Marketing Institute’s 2020 report, content marketing can achieve some impressive results, especially for B2B companies. CMI’s research showed content marketing has allowed:

  • 70% of B2B companies to successfully generated demand/leads through content marketing

  • 68% of B2B companies to nurture leads, subscribers and their audience

  • 63% of B2B companies have developed brand loyalty with current customers

  • And, 48% have used content marketing to improve lead quality & conversions.

Yet, despite these promising results few companies manage to run regular content marketing campaigns instead adopting an far less effective, ad-hoc approach.

What is the ROI of Content Marketing?

While content marketing has a positive impact on your revenue, content marketing also helps your business by:

Create Strong Relationships with Your Audience

Content marketing allows you to connect with your audience and provide support during a difficult time.

We’ve seen a huge demand in educational content over the last few months with customers increasingly turning to the web for answers to some of life’s biggest challenges. Providing expert advice and valuable insights during a time of crisis builds trust and brand loyalty.

Improve SEO Rankings & Site Traffic

Securing a coveted spot on page 1, especially for highly competitive keywords, takes time and continued effort. Starting early and consistently producing regular content around core keywords will allow you to climb the SERP results. And, you’ll want to have one of these top spots for when the economy reopens and business returns to normal.

Increase Sales & Customer Retention

Most customers need at least 8 interactions or touchpoints with your company before they buy your product or services. It takes time to build this relationship and nurture leads throughout the sales funnel.

As you nurture leads towards a conversion, it’s essential to provide educational content that answers their questions, teaches them about your product or service and positions you as a market-leader. Once a lead turns into a customer, content also allows you to continue building this relationship to encourage brand loyalty and repeat business.

Invest Early for Content Marketing ROI

While paid advertising like PPC requires constant investment to deliver results, organic content marketing produces results long after you’ve hit publish. Many of our clients continue to see results more than a year after an article has gone live.

Future-focused businesses realise the strategic, long-term advantages of investing in content marketing and will continue to publish content despite market uncertainties. Whether you work directly with a content market agency or produce your content in-house, it’s essential to keep up, if not increase, your efforts.

Find out more about our content marketing services and how we can help you produce great content by sending us a message.


Site designed by Ewan Morris


Phone: (+44) (0)131 357 4283‌

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