Data Shows that Content Converts Poorly: Is Content Marketing Worth the Investment?

Content Converts PoorlyIf you’ve been learning about content marketing, then you’ve probably wondered how well content actually converts readers into actual buyers of a product.

Content marketing blogs often talk about creating top of the funnel and bottom of the funnel content to attract potential customers who might be interested in purchasing your product.

While this idea makes sense, many people might be surprised to find that content doesn’t drive a lot of sales (at least not directly).

Oli Gardener (one of the co-founders of Unbounce and a well known authority in conversion optimization) recently shared that content from the Unbounce blog only converts at 0.3%. As an experiment, Oli decided to write 20 blog posts in 30 days. These articles were designed to create awareness for Unbounce’s newest products and drive trial signups.

The articles brought in 11,362 readers but only generated 37 signups (0.3%). He also compared the results to the past 9 months of content traffic and the conversion rate was about the same.

Does this mean that content marketing is a waste of time and resources?

Clearly, we know that it is not as evidenced by the fact that many businesses rely on it and a growing number of businesses are investing in their content marketing.

So what makes content marketing effective and how does it generates leads and sales for businesses? And how should we create content that is effective for actually generating revenue for our business?

Let’s take a closer look…

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All rights reserved © Small Business Ideas Blog, 2014
THANK YOU for SUBSCRIBING
Join the Small Business Ideas Blog Newsletter to stay updated and also get access to member only downloads and content, including special reports, studies and articles I write on other blogs. Some member bonuses include:
  • 50+ Free Tools & Resources for Business Automation
  • Study: How LinkedIn Publishers Get Featured on the Pulse
  • How to Build Relations with Influencers
  • and more!
Thanks for signing up for our newsletter. Please check your email and click the confirmation link to confirm your email address and receive your free bonuses.