Why Content Marketing Keeps on Giving


Content marketing, it’s the gift that keeps on giving. So content marketing, why is it the gift that keeps on giving? Well, it is because it keeps generating views for you as a business. Let me explain what I mean here.

If you create a really nice video on YouTube, or maybe you create a nice piece of content on your website, maybe it’s a blog post or maybe it’s a nice page that you’ve designed on your website. If it’s ranking high on Google, it’s going to continue to gain views for you as a business. To compare this to advertising. With advertising, you’re going to get a lot of views upfront, but then you’re not going to receive more views once your budget runs out. With content marketing, it keeps generating views over and over again for a long time into the future. Let’s take a look at an example.

The blog post I created in July 2017. It’s been read over 400,000 times at the time. Two and a half years after posting the blog, it’s still generating 10,000 readers a month, so that’s pretty impressive, right? 10,000 views per month. This blog is still generating that for us as a business that I created two and a half years ago, and so it’s unbelievable. Over 400,000 people have seen this blog and it’s all because of content marketing.

Let’s take a look at an example of how this would perform over time compared to paid advertising. So let’s compare that to running a paid ad. A paid ad of around $5,000 would generate you approximately 50,000 views if you’re lucky. Then once the ad budget runs out, all the views would just stop.

But if you invested $5,000 in a really nice well-optimized content like I created, you would start with only a small number of readers and it would take much longer to reach 50,000 views, but eventually, it would pass that and it would continue to ramp up well beyond and just keep ongoing.

All in all, the return on investment with content marketing versus paid advertising is just so much better. It’s slower to ramp up, but then it’s much, much better in the long term.

So the question is which one should you choose? Well, I’d actually recommend both. I think you should invest great time and effort and resources into developing really great high-quality content that you can optimize and you can promote organically. But I would also encourage you if you have enough budget to also invest in some promotion of that content through paid advertising. Give it a little boost, build some momentum behind the content so it can build its views faster and then let it, the organic piece of it, just keep propelling it forward thereafter.

That’s the strategy I’d recommend. But if you want to look for ideas for your business for content marketing, you’re not quite sure you know how to tackle it. Give us a call, talk to one of our marketing consultants. We’d be happy to help you out.