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Four Reasons High Quality Industrial Marketing Content Works

Tue, Dec 17, 2013 @ 01:03 PM / by Chuck Lohre

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Hubspot Sales Funnel

  1. Are you looking to fill the prospect funnel in 2014?

  2. Do you want to take a more strategic approach to marketing?

  3. Are you interested in reducing your lead generation costs by 50%?

If you answered ‘yes’ to any of these questions, improving the quality of your marketing might be right for your business. Quality content marketing popularly known as "Inbound Marketing" has certainly been a buzzword for 2013, but for good reason; it is the marketing of the future.

Content marketing is nothing new, in fact, John Deere started using content marketing in 1895 when he published a magazine called The Furrow. The goal of the magazine was to be a resource for their customers. The Furrow had educational content and focused on teaching farmers how to be more fruitful business owners. The magazine now has a 1.5 million circulation in 40 countries and 12 different languages (Thanks to Adam Dukes).

Here's four reasons it could work for you:

  1. High quality content attracts 50% more leads than purchased advertising. Quality content leads are much different, as they are coming to you, it’s the ultimate positioning tool. These leads found you via search engines, social media, video or technical journals.
  2. 70% of all links clicked on Google are organic, not paid (Adwords). Content is king. Creating educational, valuable content that your audience is already searching for lasts for years. Advertising is a monthly bill you have to pay for; one of it's major advantages is the introduction to the editorial it may offer.
  3. Implementing a quality content marketing strategy is an investment in your business and an asset that works for your business 24/7.
  4. Businesses with websites of 401-1000 pages generate 6x more leads than those with 51-100 pages. Each blog post or technical article is a new page on your website. The more pages you have out there, the more likely you are to be found by potential customers. Blogs give websites 434% more indexed pages and 97% more indexed links. (Source: Hubspot)
Blogging Frequency Web Pages

Google recently released a new algorithm update called Hummingbird and it focuses on great content. Create great content and you will be rewarded with increased rankings/visibility on the search engine. B2B blogs that write content 1-2 times a month generate more leads than those who don’t blog. Put in the effort and you will increase your leads dramatically.

The average cost of a quality content marketing lead is 60% lower than the cost of a lead from paid advertising. Not only does quality content marketing generate more leads that are better qualified, they also cost a lot less. In 2012, the average cost of an quality content lead was $100, while the average cost of an advertisement lead was $300.

Investing in a quality content marketing strategy for 2014 is an investment that will return a positive ROI, slash prospect costs and increase your top of the funnel leads!.


If you liked this blog post you might also like "How to Create a Marketing Communication Email."


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Topics: Industrial Marketing, Inbound Marketing, Business to Business Marketing, B2B Marketing

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Written by Chuck Lohre

Owner of Lohre & Associates Marketing Communications. The company celebrated their 80th Anniversary in 2015, his 38th.