How Content Marketing Drives Revenue (and How to Prove It)

Let’s face it, revenues and return on investment are the bottom lines for any business. Yes, some not for profit companies are morally driven for the betterment of society, but they too need revenues to operate and continue functioning successfully. Whatever avenues can be taken to generate more of this good stuff should be followed. With proper analytics and adjustment, they can also be bettered, and then taken again to generate more revenues! Companies are in constant motion marketing for audience engagement, in efforts to sell their product or service. The bad news? Times, they are a changing, and conversions from prospects to buyers aren’t as easy as they used to be. The good news? According to a 2012 Fleishman-Hillard study, 89% of B2B buyers begin the buying process online, and that was 5 years ago. It’s only gone up from there. That means with a strong online presence for your company, the odds are in your favor. But you must understand and be confident in content marketing and how it works. It is important to understand and maximize buyer intent. It is important to find and convert your prospects into buyers in the new sales cycle and grow your sales funnel.

In this new digital day and age, it is important for successful companies to recognize what content can do for their bottom line, and to clearly be able to measure it. We all know online marketing is designed for new customers to be driven to a website, and for business to grow. But what very few people understand is how revenue is driven by content that is created, and how to closely monitor its success rate. It’s not a secret to be exposed only to the rich and famous, or to companies who can afford to spend millions for top quality marketing. It is a well-known concept available to everyone, and those who specialize in online marketing should be extremely confident in exposing its value to their customers to help them understand exactly what content marketing is doing for their bottom line. And it also helps the professionals on the marketing side look reputable and knowledgeable in the field!

Ok, So What is Content Marketing?

Chances are if you mention the words  “content marketing”, very few people will know the depth of what you are talking about. They will probably understand the need for an online presence with a website, possibly some email marketing, and a social media presence, but the rest they will most likely leave up to the experts in the industry. The relevance of some good content to drive buyer intent is just foreign to them. So what is content marketing? As explained by the Content Marketing Institute “ Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action”.  Rather than selling and pitching your product or services to an audience or market, you are providing extremely relevant and useful content to inform them, teach them, and help them solve their problems. This, in turn, is the new and improved approach to marketing. No one wants to hear the endless banter of advertisements, but they do enjoy obtaining knowledge and information that intrigues and interests them.

Content marketing is being used by the vast majority of businesses, prominent organizations as well as single owner mom-and-pop shops around the world. Why?  One reason, and one reason only. Simply, it works. And when something works, people flock to it, use it, and repeat using it.

So now that I know, how do I implement it?

When you implement a content marketing plan for your own business, or for that of a client’s if you are in the marketing business yourself, you will begin by creating content that is targeted to draw in  audience engagement, and that helps your website rank well for its selected keywords, raising the sites overall domain authority (DA). The content you create with your handful of chosen words could end up giving you the boost your site needs to get into a good position in a search engine. If you can place in the top three positions for a competitive world, you will see a huge increase in natural site traffic, and likely reap from its benefits in revenues and sales.

However, many customers may not have the knowledge to be able to link them to results that are directly attributed to website content. They will need the guidance of those experience with the back end of the spectrum. Showing a timeline that helps guide businesses to understanding how the created content drove keyword improvement, thus revenue for the site is very beneficial. When deploying fresh quality content, rankings will increase for the new terms, increasing the DA. You might hear that it is hard to tie the company’s revenue to the website content, but it is absolutely not true. It is not hard if you are familiar with the data.

Increasing Revenue with Content Marketing

So, how do you increase a company’s revenue with content marketing and track it?  They say it is as simple as looking inside a website’s analytics account and finding out which page or post generates the most traffic, in other words, your best-performing pages and posts, and use them to your benefit. Link the product URLs right on the page or blog post, and allow the customer to easily find the items you are promoting through links or images. You can also easily track the referring traffic to those URLs and see exactly how much income came from the page or blog post itself.

For example, many companies choose to focus on popular inspirational content. It appeals to the heart, soul and has moral. Many find success in posting content and blogs that revolve around inspiration, self-worth, and development, as it is kind and inviting. Another example of content that is magnetic is form posts about how to create something for less. DIYs and cost saving techniques. They often see huge returns. Most people like to save money and learn something new.

Other Methods

A big audience engagement technique and revenue generator for companies are using behind-the-scenes, or “preview” content and posts.  The loyal customer base or the average blog reader, love to find out what’s going on before the general public. Excitement can be created before the official launch when a new product line is highlighted with a few sneak-peek images. Tracking the revenue generated from these posts is also simple and can be great in magnitude. First, you can offer a coupon with a unique code on it exclusive to this particular piece of preview content. The second would be to follow the referral traffic from the preview page’s URL to the recommended product, once the product is made available.

A few questions to ask yourself if you have an e-commerce site:

  • How well is the site optimized?
  • All are your tags in place?
  • Do you have schema markup?
  • How good is your rating and review system?
  • Do your reviews, ratings, and price status show up in SERP?
  • Do you have new and relevant information on your site to engage readers?

These items are all content marketing related, and they can all lead to a higher conversion rate, which drives revenue for your business. Your product page can be a big contributor to the bottom line if you optimize it well. You can drive revenue with content and get a great return on investment. Be knowledgeable and choose your marketing team wisely. It could make the world of difference for your business for audience engagement and your conversion rate.

Author: Rob Sloan

Rob Sloan is an experienced marketer and content strategist with more than a decade of digital marketing, content strategy, and video production experience under his belt. He founded The Contemporary to work with small businesses that needed help breaking into the online marketing world.

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