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Why Content Marketing Works (and How) – Here’s Why #201

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More companies than ever are using content marketing, but do we have any proof that it actually works?
In this episode of our award winning Here’s Why digital marketing video series, Mark Traphagen shares some interesting stats from a study that show just how effective content marketing can be in bringing in and retaining customers.

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Transcript

Eric: Mark, content marketing has been all the rage for several years, but how do we know it works?
Mark: It may seem like something you have to take on faith, but now thanks to some research by metrics firm ProfitWell, we have some solid data on its effectiveness.
They took a deep dive into 3,000 businesses that subscribe to their service, some of which use content marketing and some that don’t. They also had access to the behavior of 30,000 consumers who use those sites.
Eric: And what did they find?
Mark: To start, they showed that while content marketing might seem like an expensive investment, it is cost effective compared to other forms of marketing. For example, they found that content marketing is about 30% less expensive than paid channels in terms of cost of customer acquisition. They also stated that companies with blogs get 67% more leads.
[Tweet “Companies with blogs get 67% more leads than those that don’t.”]
Eric: Content can be effective in bringing in new customers, but does it help a site retain customers?
Mark: According to the ProfitWell data, it does. They saw a 5% to 10% better retention rate for companies that deploy content.
But obviously, the biggest benefit is on the customer growth side. In fact, the companies that consistently use content see about a 30% higher growth rate than those that don’t.
Eric: Those are some pretty amazing stats.
Mark: I do think we need to provide a caveat here. No one should take from these results that simply posting content in and of itself will make this magic happen.
I think it’s a safe bet that the companies in the data sample that drove the positive results up employ a well planned and executed content strategy that does a great job of covering the whole buying cycle. ProfitWell’s stat that almost half of buyers view three to five pieces of content before engaging with a sales rep seems to back that up.

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About the Author

Mark Traphagen was our Content Strategy Director for Perficient Digital until February of 2019. He has been named one of the most influential content and social media authors in numerous industry listings.

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Thoughts on “Why Content Marketing Works (and How) – Here’s Why #201”

  1. Interesting stats, Mark. Most of the time we think of content marketing to gain new customers and traffic, I didn’t realize the stats were so high as far as retention. All the more reason to update and create content.

  2. Thanks for the share.
    I agree that just posting content on a website won’t work unless it gets seen by its target audience. And for that, businesses need to focus on content promotion using free and paid channels.

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