What is Content Marketing – and Why Does it Matter?

What is Content Marketing – and Why Does it Matter?

It would be difficult to find somebody who hadn’t at least heard the term “content marketing.” So what does it mean, and why does it matter for your business? According to the Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

Content is an important part of SEO, but it also does more than help rank and increase traffic. Content can be used to increase and solidify brand awareness, to qualify leads before they become customers, to learn more about your audience and to encourage word of mouth marketing. Content can be anything from a blog post to a video, and can be posted on a company’s website or a multitude of other channels.

One of the biggest benefits of content marketing is its high ROI and low cost. In the first five months of implementing a content marketing campaign, costs per lead drop an average of 80 percent. And for mid-sized companies, content has a 31 percent lower cost per lead (CPL) than pay-per-click (PPC) over the first 24 months; larger companies see a 41 percent lower CPL with content marketing vs. PPC.

Not only that, but content marketing can grab more than three times as many leads when compared with outbound marketing — and cost 62 percent less.


Content marketing drives conversations and revenue

Content marketing also works. Small businesses with a blog have 126 percent greater lead growth than their counterparts without a blog. Sixty-one percent of online consumers in the United States made a purchase after reading product recommendations on a blog. And content marketing is six times more effective than traditional marketing at converting and making sales.

By implementing a content marketing strategy centered around SEO and high-quality information, you could join the companies that see an average of 434 percent more search engine-indexed pages than those with no content creation strategy.


Burg & Co. Marketing can help with your content marketing strategy

Content marketing experts Burg & Co. has extensive experience in content marketing campaigns that have shown results for businesses of all types. For more information on building a content marketing strategy that works, contact us today.


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