Content is king. We hear it again and again, but how do you know whether or not content marketing is actually right for your type of business.
Ok, the truth is that content marketing is important for any business. Content comes in many forms, but for this article, we’ll be focusing on written content and whether or not you should invest in content marketing. We’ll also go through a few options for you depending on the stage of your business.
Content creation is the ultimate inbound marketing strategy for sustainable autopilot long term growth. When you create content, you’re providing free and useful information to your audience, attracting potential customers to your website, and retaining existing customers through quality engagement.
Content marketing can lead to some massive ROI if you do it correctly. Before diving further, let’s take a look at some key stats:
- Content marketing brings in 3X as many leads as traditional marketing and costs 62% less.
- SMBs that use content marketing get 126% more leads than those that don’t.
- 61% of online purchases are the direct result of a customer reading a blog.
- Companies that publish 16+ blog posts per month get 3.5X more traffic than those that post four or fewer posts per month.
Is that enough to get you excited about content marketing?
Before, you jump right in there are still a bunch of things that you need to consider.
Investing in content marketing
When you’re a startup or small business that’s bootstrapped and can’t afford to spend $10,000 a month on ads, content marketing could seem like a jackpot, right?
But, as many businesses end up discovering, content marketing isn’t free. It can be quite pricey and yes it is a LONG term process that you would need to invest into from the beginning.
First, you need to consider your personal time bandwidth. As a founder, you’re dealing with a million things at once.
You may be able to write articles on your own without spending any money, but this doesn’t mean you’re not putting in any time and resources. Any time you’re putting towards content marketing is the time you’re not putting towards other parts of your business, and the only way to make content marketing work is by committing a significant amount of time to it.
For the sake of argument, let’s assume you’re writing content full time daily. That means every week you’re publishing two to three in-depth articles that are 2,500 to 3,000 words each, SEO-optimizing them, and promoting them through the relevant channels. That is A LOT of grunt work and time put into it.
This is the main reason that people who are just “trying content marketing” fail. They don’t realize how much work it takes to do it properly, and they end up either quitting after a few weeks or doing a very poor job of it.
Content marketing can’t be half-assed. You either invest in it, or you don’t, so unless you’re willing to commit most of your full-time job to it, you’ll need more help than just trying to do it yourself.
This is where investing in “resources” kicks in.
You can always hire a content marketer to do all those task for you.
In that case, you should be looking for someone expecting a salary of at least $70,000 per year depending on your location, which turns out to be quite expensive..
This does not include the possibility of making bad hires or hires that don’t know your industry well..
Ok, that sucks, but I know I can always outsource and hire a cheap writer…
This is the biggest mistake we see companies make with content marketing. They don’t want to spend too much money, so they try to hire cheap writers on UpWork to pump out articles.
Unfortunately, this does more harm than good. You’ll end up hiring people who do not know anything search-based content marketing or anything about your industry and in return, you’ll get low-quality work that doesn’t rank well. Then you’re going to automatically assume that content marketing doesn’t work..
Worse, you’re more likely to run into issues of plagiarism, duplicate content, bad backlinks, and other problems that could end up hurting your site in the long run.
It’s tempting to go cheap and try to get bottom-of-market writers to pump out content just so you have something, but it’s not worth it. Either invest in having someone good do it, or don’t do it at all.
Outsourcing content marketing
This is where outsourcing content marketing kicks in. It’s probably the most efficient way to have a full content marketing strategy that works while staying lean on the budget.
This can also come with a lot of risks though. If you go cheap and hire a cheap low-quality agency, you’re more likely to get one that is going to create weak content that does nothing for you.
But if you can hire a more premium-priced one with a good track record, it’s the best option you have besides hiring an expert content marketer. This is why you should “never go cheap”. Why would you want to hire an agency that would charge you $500/month? That means they’re going for massive scale and won’t invest the time and effort to make the best for you.
A good agency can bring a lot of experience and systems they’ve developed from working exclusively in content marketing, and can usually get your site’s content up and running much faster.
So is content marketing right for me?
Alright, now you know your options, let’s talk about the best type of businesses that would benefit from content marketing.
Search volume around your industry
The best type of business that would benefit from a successful content marketing strategy is a business where you can write about an area where there’s a massive amount of search volume.
Find a topic that people are looking for lots of answers on, then create the best blog online about that topic.
It’s not easy, but if you can do it, you can create a blog that brings in millions of visitors each month and continues to do so for years. This gets to the point where topic generation won’t be a problem cause you can always come up with more and more long tail keywords daily.
The best type of companies for these will be e-commerce related companies.
- Tea shops
- Diet supplements
- Fashion shops (buying guides)
- Tools shops
- Coffee subscription
You get the drill…
Imagine if you published three articles per week, each of which could get 200 visitors a day from Google.
After a few months, you’d have published about 40-60 articles, and if each were getting 200 visits a day, you’d be getting 8,000 visitors a day.
That’s 8,000 new potential customers…
And remember, content marketing stacks up over time, so the more you do, the more results will stack up over time!
If you can find an area with a massive amount of search volume, you’ve got a winning formula for content marketing.
What about other types of businesses?
I know not everyone reading this is running an e-commerce site. Actually, most of our clients at SumoDash are not in the e-commerce space. That doesn’t mean that you can’t invest in content marketing as well.
If you run a company that has domain expertise where you can pump out a good amount of content on a regular basis, then you should also consider investing in content marketing.
This formula works when you can confidently write about an area that people are trying to learn more about, and that your product helps solve the needs of.
But this is a harder space to tackle. For example, writing marketing related guides is overcrowded. There are a lot of marketing tech companies out there right now.
If you’re just kicking off a new marketing software, don’t start a marketing blog, instead, aim for articles on why your product is different and how your company stands out.
Instead of articles like “Top 10 benefits of this or that”, you can aim for articles like, “Here’s the latest research we conducted on different customers that showed XYZ results”. Those articles are more likely to get shares.
If you have enough customers, you can email the most loyal ones and ask them if they’d be willing to be featured on your site as a short interview and story about their success. Most people don’t get the chance to be featured on websites very often, and especially if it’s a product they enjoy, they’ll jump at the opportunity.
The key is to provide stories so that other non-customers in your target market can imagine themselves succeeding just like your existing customers. Having a number of these stories for potential customers to read through can significantly increase their confidence in working with you or buying from you, and makes the sale that much easier.
Playing the waiting game
Remember folks, content marketing is a LONG term strategy that requires an initial investment. If you’re not willing to wait six to 12 months before you start to see some ROI (not necessarily positive ROI) from your content marketing efforts, you shouldn’t pursue it.
But again, think of it this way, if you’re not building a company for the long term, then why build one at all?
I hope this article helped and hopefully you’ve figured out whether or not investing in content marketing is right for you. If you need help with content creation, don’t hesitate to reach out to us anytime!