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Does Content Marketing Drive Sales?
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.


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.
Work with clients and search engines

The materials that you distribute, not only avail your readers, they also advance the performance of the results of the query. After the release of Google Panda a couple of years ago, the new search results algorithm, content has become a key part of successful look-up engine optimization. Producing quality material set the signal to the search system about your expertise in a particular area, and the more often you publish, the stronger this signal grows. The more specialized material you generate, the more chances you have for possible clients to find you through organic results. In other words, you not only manipulate the loyalty of users who are already with you but also attract more and more new leads.


One of the HubSpot's reports shows that the average percentage of purchases made by consumers from organic results is 14.6 percent, and for clients from ads is 1.7 percent. On top of that, the percentage of transactions among the "search leads" is eight times higher than with direct mailings.

The Nielsen study proves that 67 percent of people are more inclined to buy if they find a new product through search systems.


Organic search results can be fully utilized by creating high-quality write-ups that will increase incoming traffic and allow you to get more leads, clients, and deals.

Content makes trust, and trust makes sales

Amazon, Apple, and GoPro are good examples of companies that realize how important trust is for winning client loyalty.

Content is a great tool for building trust. If you tie in the production of materials of each stage of the purchase funnel, your clients will receive more info about your company's field of activity, its goods or services, which, in turn, will help them quickly make a decision to buy. Informative content that anticipates users' questions and needs is the best practice to demonstrate that your brand genuinely cares about its consumers.


If to believe TMG Custom Media, 78% of purchasers believe that companies offering customized material want to build genuine bonds with them.

The Edelman study demonstrates that 64% of potential buyers subconsciously want to hear the same info from the company 3–5 times to believe it.

Another report says that 53% of consumers were more willing to buy goods if they previously found an article about it on the Net.


Think about how many consumers pass by your company simply because they do not find the info they want to see. Use useful marketing content to get the recognition, break the ice, gain trust and, ultimately, increase your sales.

Photo by Headway on Unsplash
Content "knows" the approach to generation Y

Very soon, Millennials — 79 mln people born from the 80s and ending with the early 2000s — will be the main consumer segment. It is expected that the volume of their purchases per year in the only in the United States alone will be about $ 170 billion.

If you want to be heard by this mass of people, you have to realize a remarkable feature of this generation: "The generation Y do not trust traditional advertising — they just don't notice it" — as it was said by a professor of marketing at Boston College.

The traditional advert does not know how to speak the language of this generation, but the write-up does — usually appearing where this generation spends most of its time. Only by working on content policy one can reach such a hugely profitable market, existing under new laws.


Edelman 8095 Insights found out that 94% of new-generation buyers use at least one additional source of information about the company before making a purchase.

Brian Solis claims that 66 percent of representatives of the new generation check the info about the store, which check-in someone from friends. He also noted that they are 3 times more willing to subscribe/follow for brand updates than for their relative.

The US Chamber of Commerce declares that 80 percent of Millenials are sleeping keeping hold their phones.

In general, all this touches upon not only the younger generation. A study conducted by CrowdTap, involving thousands of men and women, proved that most of them do not even closely trust advertisement as they esteem the recommendations:

  • 70% of people decided to purchase something on the advice of a friend or family member or because they saw the post about the company on the Net;

  • 55% decided to purchase after reading the article on the Net;

  • Moreover, Content Plus found out that 70% of buyers prefer to learn about the company from articles, not from an advert.


In order to appeal to the generation Y and other today's customers, your brand needs to be where your audience spends the most time. Produce engaging quality material, provide it to this audience (that is constantly tied to their devices) in time but never hard-sell.

Platforms will change, content will remain

And one more reason to use CM.

On the Net, everything is changing rapidly. The popularity of certain platforms and social networks increases and decreases (it's a kind of roller-coaster). Your customers, devoted today to Pinterest, can switch to Path tomorrow.

The bottom line is that the real value of information material is in its portability from one platform to another. Having created quality write-up once, you will feel the effect of this investment long after your purchasers switch from one platform to another or download a new social application.

NinjaPromo advice: produce high-quality materials that have true merit for your TA and you will be guaranteed to receive your dividends no matter where this content appears.

Thank you for reading this article! Please, share it if you'd enjoyed it and tell us: do you think e-mail marketing still has the future? Also, you might like our other stories:

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16 March / 2019