The Beginner's Guide to Content Marketing for Small Businesses
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Companies that publish new blog posts just 1-2 times per month generate 70% more leads than companies that don’t blog at all and leads from inbound marketing cost on average 61% less than outbound marketing leads. Learn more...

Content Marketing in Numbers

(NOTE: the Link Roundup is beneath this post.)

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Content Marketing in NumbersIf you’ve ever wondered why content marketing has become such a hot topic then this is a post you need to read.

If you find yourself arguing the case for using content marketing within your business then this is the post you need to read.

That’s because I’ve gathered some of the most significant content marketing statistics and they tell a very compelling story.

Content marketing works, and works well.
Simply put – content marketing works, and works well.

Let’s take a look at the numbers, shall we?

My Top 2 Content Marketing Statistics

I’m going to start with the content marketing statistics  that appear at the top of every page of my site.

Why? Because I knew that content marketing was effective, but when I saw these numbers, they really illuminated content marketing’s value:

  • Companies that publish new blog posts just 1-2 times per month generate 70% more leads than companies that don’t blog at all (source):
This number demonstrates just how achievable content marketing success can be for any business.

Aside from the incredible number (what business wouldn’t want 70% more leads?), this number demonstrates just how achievable content marketing success can be for any business.

Think about it: 1-2 blog posts per month – not per week or per day as many folks recommend. That’s doable, even by time-sensitive small business owners.

The takeaway: you do not need to launch a huge campaign to begin gaining the advantages that content marketing can bring to your business.

  • Leads from inbound marketing cost on average 61% less than outbound marketing leads (source):

Whether you sell products straight from your site or have a six-month sales process, the more leads you get, the better.

That’s right – the ability to get leads lies at the heart of all successful businesses and leads are what turn into customers.

Using content marketing, you can get more leads or make more profit.

However, the profit from each sale is reduced by the amount of money you have to spend to make it. Lower the amount of money it takes to get a lead and you can either:

  • Get more leads with the same marketing budget, or
  • Simply pocket the savings and make more profit.

What can be more compelling that that?

The takeaway: if you want more leads without spending more money or simply want to raise your profits, content marketing is a great way to achieve either goal.

More Content Marketing Statistics

Aside from my top 2, there are many other compelling content statistics to be found. Here are some others that I found significant:

Content Marketing Increases Your Website Traffic
  • 71% of those surveyed reported content marketing has helped them gain higher rankings in the search engines (source): higher search rankings leads to more traffic, a fact documented by many sources.
  • 77% of those surveyed reported that content marketing has helped increase their traffic (source): traffic is the bread-and-butter of content marketing and here’s proof in the pudding.
Content Marketing Helps You Sell
  • SEO leads are eight times more likely to close into customers than outbound leads (source)amazing – not only does optimized content lower the cost of each lead (see above), it also increases the chance that each lead will turn into a sale!
  • More than 50% of people are more likely to buy from a company that delivers custom content (source): even more proof that content marketing helps your business sell.
  • 57% of companies have acquired a customer via their blog (source): yes – this is proof that having a blog is worth the effort.
Customers Like Content
  • 80% of business decision makers prefer to get company information in a series of articles versus an advertisement (source): a great point when you consider replacing outbound advertising for content marketing.
  • 75% of people understand that an organization’s goal for custom content is to sell them something, but are OK with it as long as it provides value (source): remember to always make your content useful.

What’s Next?

In the end, the numbers only mean something if you implement content marketing correctly.

There are a lot more numbers out there for you to find. If you’re interested, search for “content marketing statistics” on Google for a start.

In the end, the numbers only mean something if you implement content marketing correctly. However, when you do, the results can meet or beat any of the statistics above.

Happy marketing!

Link Roundup

Link RoundupEach time I write a post, I collect the 10 best reads from around the web and share them with you here.

These posts focus on content marketing strategies, tactics, ideas, tips and tricks for small businesses.

Enjoy!

12 Brutally Honest Answers to Your Content Marketing Questions: Love his frank answers to content marketing’s most often asked questions!

How to Lead an Organizational Culture of Content Marketing: For content marketing to be successful, it need the whole organization to embrace it. Here’s how to get the ball rolling in the right direction.

Why You Should Fire Your SEO Firm if They Don’t Do Content Marketing: Love this frank post about the value of SEO companies.

The Worst Content Marketing Mistake You Can Make: Insightful – definitely give this one a read.

Boost Your Content Marketing ROI With These 5 Discovery Tips: Very useful tips with links to many content marketing discovery tools for both publishers and consumers.

Content Marketing and the Convergence of Paid, Earned and Owned Media: I found, “The new story marketing cycle” detailed in this post to be thought-provoking

Visual Storytelling: The Key Weapon to Content Marketing: Storytelling is an art – see examples, and learn some basics, in this useful post.

The four Ps of content marketing: Do you know your “Four P’s”? Useful tips to learn and remember here.

Blogging: A Business Model for Growth: This post is a “content marketing using blogging” primer. Based on a real-life story, there are handy tips for both beginners and experienced folks sprinkled throughout.

Finding the Right Balance Between Inbound and Outbound Marketing: When bitten by the content marketing bug, businesses often leave behind or ignore the more traditional outbound marketing tactics. Learn how to add the new marketing tactics into the mix without losing the benefits of the old.

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Comments

  1. Hi Matt,
    The first statistic alone is hugely impressive. The increased number of leads alone justifies content marketing as a technique. It’s great to see these and other numbers backing up an approach many online marketers already know instinctively to be sound.

    • Heather,

      It was a lot of fun, and very interesting, to research all the numbers for this post. There are so many eye-opening content marketing statistics out there, all of which really do validate the effectiveness of the approach.

      Thanks for visiting!

      -Matt

  2. I work with lots of small businesses and build wordpress websites so they can update them by themselves and keep their content fresh. Their biggest problem is being able to write regular content. Even I have that problem. While I’d love to write an article a week, it’s not that easy. It takes planning, research and a quite bit of time. It’s not something I would outsource to a blogger who writes 10 articles for $100 as you can buy online. Meaning, that unless you can write well yourself, content creation might be a problem if your budget is low. Then again, no content = no Google first page for a relevant (long tail) keyword for a small business.

    • Nigel,

      I hear you: writing content for a blog can be time-consuming and cheap outsourcing often does not lead to content with enough quality to make content marketing effective.

      That’s why I put the “Companies that publish new blog posts just 1-2 times per month generate 70% more leads than companies that don’t blog at all ” statistic first in this post. One post a month can make a huge difference and, with that lower bar as a goal, the time and/or expense of creating that post can be fairly negligible.

      If that one post a month makes a difference, then perhaps a business will find themselves shifting resources such as time and money from other areas to create more. Marketing is a “test-based” science – you need to test approaches: if they succeed, do more; if they under-perform or fail, move on to the next idea.

      As I mentioned above, “The takeaway: you do not need to launch a huge campaign to begin gaining the advantages that content marketing can bring to your business.”

      Take that to heart – testing a content marketing approach is accessible to any company no matter what your size or budget.

      -Matt

Trackbacks

  1. BizSugar.com says:

    Content Marketing in Numbers…

    If you’ve ever wondered why content marketing has become such a hot topic then take a look at the compelling story that these content marketing statistics tell….

  2. [...] Companies that publish new blog posts just 1-2 times per month generate 70% more leads than companies that don’t blog at all and leads from inbound marketing cost on average 61% less than outbound marketing leads. Learn more… [...]

  3. [...]   Companies that publish new blog posts just 1-2 times per month generate 70% more leads than companies that don’t blog at all and leads from inbound marketing cost on average 61% less than outbound marketing leads. All the details [...]

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