9 Ways Content Marketing Can Deliver Real Results

Updated 7/24/2024

By now you probably know what content marketing is. If not, here’s the short version: content marketing is a marketing strategy focused on creating and distributing valuable content to potential and existing customers.

It can include everything from blog posts to videos, whitepapers to webinars; and can be distributed via email, published on a website, uploaded to a content management system, or posted on social media platforms.

Now that you know what content marketing is, the big question is: Why use it? The biggest reason is, it works. According to The State of Content Marketing 2023, 97% of companies that use content marketing consider it an effective marketing tactic.

Here are some of the ways content marketing can help your business.

1. Content increases website traffic. Valuable content that is updated regularly can increase site traffic exponentially. Website traffic is 7.8 times for companies that use content marketing higher, and return visits to the site increased 133% for companies after they started content marketing.
2. Content boosts engagement. Having interesting content on your website establishes a connection with your brand and makes current and potential customers more likely to engage with your site.  In a survey by the Content Marketing Institute, 72% of marketers said content marketing increases engagement.
3. Content generates leads. Businesses with active blogs (the most popular form of content marketing) get 67% more leads than those without. According to a 2024 report by the Content Marketing Institute, 76% of B2B marketers say content marketing helps generate leads.
4. Content increases conversions and sales. According to Aberdeen Group, website conversion rates are nearly six times higher for sites that use content marketing than for those that don’t. 
5. Content helps create brand awareness.  Strong content tells your customers who you are, what your brand represents, and what makes you unique. According to a 2024 report by the Content Marketing Institute, 84% of B2B marketers say content marketing improved their brand awareness over the last year.
6. Content enhances your social media presence. When you create content for your website, be sure to promote it on your social channels. Interesting, authentic, non-promotional content is one of the top reasons people follow brands on social media. 
7. Content helps with SEO.  Google gives preference to high-quality, interesting content that provides value to readers, so prioritizing valuable content will pay off in higher search rankings. In a survey of digital marketers, 72% said content creation was their most effective SEO tactic.
8. Content can save you money. Good content marketing costs money, but it's also highly cost-effective. Analysis has shown that content marketing costs 62% less than traditional marketing, and produces three times more leads per dollar. 
9. Content's value is cumulative. A traditional marketing or ad campaign loses its effectiveness as soon as it ends. Content marketing is about building long-term relationships with your customers. That means your content marketing efforts compound over time, forging real connections and creating more opportunities for sales.