Content marketing has compound returns (and is cheap in the long run)
Posted: Mon Feb 10, 2025 10:26 am
5.
Unlike channels like paid advertising, which stop working once you stop investing in them, content marketing’s compounding returns are the initial investment.
To simplify things a bit - if you spend $1,000 on advertising today to drive 100 hits to your blog, you’ll need to spend another $1,000 tomorrow to get the same results. However, if you spend $1,000 to create optimized content, that content can continue to drive traffic to your site months or even years after it’s first published.
In our case, the blog ranks for 170,000 organic keywords and brings in an estimated 385,000 visitors per month. If we were trying to get the same amount of traffic through paid advertising, we estimate it would cost $992,000 per month, which is nowhere near the amount we spend creating content.
Suggested Reading: How to Develop a Successful Content Marketing Strategy in 9 Steps
3 Common Objections to Content Marketing, and How to Deal with Them
By now, you may be sold on the idea of content marketing — but that doesn’t mean your marketing leaders and/or stakeholders will be, too.
There are a few common objections that often come up canada telegram data in discussions about content marketing that you must address in order to gain buy-in for your project:
Paid advertising can attract more traffic and customers faster
It takes too long to see results
ROI is hard to measure
1. Paid advertising can attract more traffic and customers faster
Paid advertising is indeed a quick (if costly) way to generate traffic: once you pay to put an ad in front of people’s eyes and provide the right targeting, the traffic will start flowing.
However, in most cases, paid ads send people to pages at the bottom of the marketing funnel that are designed for immediate conversions, such as landing pages or product pages. By sending traffic there, you may generate sales, but only from people who are ready to buy — and you're missing out on everyone else.
For example, if someone searches for “how to drive website traffic,” they’re likely in learning mode (not buying mode). While we could run paid ads for this keyword and send the searcher to a dedicated landing page, we’d likely be wasting money on people who are unlikely to convert because they’re not ready to buy.
Unlike channels like paid advertising, which stop working once you stop investing in them, content marketing’s compounding returns are the initial investment.
To simplify things a bit - if you spend $1,000 on advertising today to drive 100 hits to your blog, you’ll need to spend another $1,000 tomorrow to get the same results. However, if you spend $1,000 to create optimized content, that content can continue to drive traffic to your site months or even years after it’s first published.
In our case, the blog ranks for 170,000 organic keywords and brings in an estimated 385,000 visitors per month. If we were trying to get the same amount of traffic through paid advertising, we estimate it would cost $992,000 per month, which is nowhere near the amount we spend creating content.
Suggested Reading: How to Develop a Successful Content Marketing Strategy in 9 Steps
3 Common Objections to Content Marketing, and How to Deal with Them
By now, you may be sold on the idea of content marketing — but that doesn’t mean your marketing leaders and/or stakeholders will be, too.
There are a few common objections that often come up canada telegram data in discussions about content marketing that you must address in order to gain buy-in for your project:
Paid advertising can attract more traffic and customers faster
It takes too long to see results
ROI is hard to measure
1. Paid advertising can attract more traffic and customers faster
Paid advertising is indeed a quick (if costly) way to generate traffic: once you pay to put an ad in front of people’s eyes and provide the right targeting, the traffic will start flowing.
However, in most cases, paid ads send people to pages at the bottom of the marketing funnel that are designed for immediate conversions, such as landing pages or product pages. By sending traffic there, you may generate sales, but only from people who are ready to buy — and you're missing out on everyone else.
For example, if someone searches for “how to drive website traffic,” they’re likely in learning mode (not buying mode). While we could run paid ads for this keyword and send the searcher to a dedicated landing page, we’d likely be wasting money on people who are unlikely to convert because they’re not ready to buy.