How does content marketing
reduce the cost of a lead, improve search results and bring a high return on investment? NinjaPromo
shares its opinion.
Content marketing (CM) is attracting and retaining clients by introducing useful information for them. It has become the tool #1
in the process of promoting products and brands on the Web marketplace. It replaced the annoying, omnipresent direct advertising, the effectiveness of which has decreased.
Most ad tools can target only one of two sets of values: either soft values (creating additional value for the client, building loyalty, building long-time relationships) or hard values (getting traffic, increasing volume of trade and ROI). The main benefit of such marketing is that it is oriented to solving the entire spectrum of business problems.
And that's why. No expiry date
Taking into account the character of online info, which has a predominantly real-time value, it may seem that the outcome of your content marketing strategy also turns out to be short-lived. Keep in mind that once published information material has no expiry date — it will be online permanently. Even if you close off material, it will most likely be already distributed or uploaded by someone.
Compared to other models of marketing, which suppose that you must pay for every interaction with the TA, content is a long-time putting up of money that will pay for itself again and again.
One of the researchers investigated that the internal rate of efficiency in CM is three times higher than in paid search — despite the fact that the latter is considered extremely powerful advertising method (and yet is only a short-term investment).
With the help of paid search, only 9 leads were obtained, while CM allowed for more than 30 leads.
The cost of the lead was around$ 110 in paid search and $ 32 in CM.
Moreover, according to the HubSpot study, 82% of marketers who post on blogs every day claim a positive ROI for the whole set of operations in the inbound marketing framework. Readout:
Do not waste cash on results that quickly lose their value. Publishing information material will bring you gains for months and even years. Create articles, videos and "white papers" that show the highest ROI.