7 reasons why content marketing pays off

Is content marketing actually worthwhile? A question that moves many decision makers in companies. Even you? The answer is very simple: Of course content marketing is worthwhile – and we can even prove it. Because everything that happens in the digital world can be analysed and measured. Every visit, every click, every form entry and every purchase made by a website visitor can be tracked – and, by the way, controlled in a targeted manner. So content marketing can really pay off. If it is done right.

The reasons at a glance

1. Sustainability and Reach Through Digital Content
2. Content Marketing knows no adblockers
3. Becoming Independent of Traditional Advertising
4. Understanding Customers With Data-Driven Insights
5. Content marketing is cost-efficient
6. Building Trust With Valuable Content
7. Ensuring ROI Through Content Strategy

The same can of course be said about performance-based, digital marketing. But there are weighty reasons for content marketing that clearly eclipse advertising in the form of banners and other ad formats.

Reasons for content marketing are:

1. Sustainability and Reach Through Digital Content

Classic advertising (paid media) is only effective as long as the publisher’s customer pays. If the campaign expires, the flow of visitors will also dry up. Well done content marketing, however, relies on organic traffic in addition to the Paid Media we recommend.

This means that visitors reach your website via search engines, social media, newsletters and other distribution channels. This means: Every month, visitors continuously come to your digital offers without having to pay a cent.

2. Content Marketing knows no adblockers

Whether Adblocker or “Banner Blindness”, many users fade out banners and other ad formats either with technical aids or completely unconsciously. The consequence: click rates are in the basement. Good content, however, is welcomed by the user and is not faded out either technically or in the mind. Content marketing is therefore the best medicine against adbockers.

3. Becoming Independent of Traditional Advertising

For years, there were few ways for companies and brands to reach a mass audience: either through PR or advertising. In both cases, a medium was needed as a mediator – from print magazines and television to Google and Facebook. With content marketing you become more independent of these channels and open your own channel towards customers.

4. Understanding Customers With Data-Driven Insights

Content Marketing provides you with a lot of data that can also be used according to German data protection laws. You learn to understand your own customers and their needs much better and you know how to reach them even better.

5. Content marketing is cost-efficient

Good content marketing is not cheap. Nevertheless, the budgets of content marketing can be really impressive in comparison to classical advertising measures.

Just a short calculation example:

If you would buy 10.000 visitors at Google for a CPC (Cost per Click) of 0,50 Euro, you would have to pay 5.000 Euro for these 10.000 visitors. And this in every month you want to have 10.000 visitors. If 10,000 visitors come to your website every month through organic channels, you have a calculated advantage of 60,000 Euros per year.  And honestly: 10.000 visitors per month would not be considered a real success…

6. Building Trust With Valuable Content

Those who inspire their target group with good content create trust in their brand. For example, if a user notices that his most important questions about a certain product world are answered particularly well by a certain manufacturer, this leads to a close brand loyalty in the long term.

7. Ensuring ROI Through Content Strategyrketing creates return on investment

The core of any content marketing strategy should be the revenue model. At least if the goal is not pure branding, i.e. branding. While one should not expect this return on investment to occur immediately after the start of a project, one should develop a strategy in the initial conception phase on how the project can contribute to its goals (e.g. “make money”).