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Content Marketing ROI: Leveraging Original Content for Business Growth

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24 min read

Here, original content isn't just king; it's the architect of trust, the driver of brand awareness, and the unsung hero in SEO battles.

While traditional media still has its place in the world, it's simply not as effective as it used to be. On the other hand, content marketing is one of the best ways to get your business in front of a larger audience. In fact, 64% of the most successful B2B marketers have a documented content marketing strategy.

The benefits of publishing original content are numerous. Here are some of the most important:

  • Original content attracts valuable links and social shares on social platforms, which improves your site’s SEO.
  • Original content drives brand awareness and builds trust with potential customers.
  • Original content helps you stay relevant in your industry or niche, which is especially important for growing brands and small businesses.
  • You can repurpose original content for other platforms and social media networks.

What Is Content Marketing?

Content marketing is a powerful strategy that aims to create and share valuable, relevant, and consistent content to engage and retain a specific target audience. It is a strategic approach that focuses on providing informative, entertaining, and inspiring content that encourages action. By investing time, effort, and resources into content marketing, brands have the opportunity to boost their social media presence, expand their reach, and introduce their products and services to new potential customers. In today's digital marketing landscape, content marketing should be at the core of every brand's strategy.

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Content marketing is more than just a strategy; it's an investment that requires time, effort, and resources. By creating and distributing high-quality content, you can effectively increase brand awareness and drive sales for your company. Furthermore, content marketing presents a unique opportunity for brands to expand their social media presence, reach new audiences, and introduce their products and services to a wider market. For these reasons, content marketing should be at the core of your digital marketing strategy.

The key to content marketing success is having high-quality content that educates, informs, entertains, and inspires people to take action. Content marketing generates over 3x as many leads as outbound marketing and costs 62% less). Many individuals are in need of assistance to enhance their content marketing ROI.

Thankfully, there are a plethora of tactics you can employ to boost your content marketing ROI. For a comprehensive guide on enhancing your digital marketing strategies, including practical steps and interactive tools, consider exploring 'The Ultimate Digital Marketing Playbook' to transform your approach and achieve successful campaigns.

Delve into the following recommendations to assist your company or brand in maximizing the return on investment from your content marketing endeavors.

Are you staying ahead of the game?

As the year 2020 unfolded, companies recognized the growing need to produce more consistent and targeted content for their consumers. With the increasing number of potential customers turning to Social Media for engagement, businesses had to rise to the occasion. By taking the conversation directly to their customers, companies discovered the importance of having specific content that not only enhances the opportunity of reaching their targeted audience but also maximizes their content assets. This led to the emergence of content pillars, which are substantive and informative pieces of content on specific topics that can be broken down into various sections, components, and materials. By incorporating content pillars, blog posts are able to attract different kinds of buyers through various channels by providing supporting elements.

Adapting to the ever-changing landscape of Ai Content:

To thrive in the ever-changing world of AI-generated content, businesses must embrace a flexible and forward-thinking mindset. It's crucial to understand that AI is not just a tool, but a transformative power that is reshaping the way we create, consume, and engage with content.

First and foremost, staying updated on technological advancements is essential. AI is continuously evolving, introducing new possibilities and techniques for content creation. Companies need to take a proactive approach in learning about these advancements and evaluating how they can integrate them into their existing systems and workflows. This requires investing in ongoing education and training for team members, ensuring they stay at the forefront of AI advancements.

It's crucial to recognize the unique value that human creativity brings to the table. While AI excels at processing data and generating content at scale, it lacks the nuanced understanding and emotional depth that human creators provide. Businesses should leverage AI to handle repetitive and data-intensive tasks, freeing up human creators to focus on more complex and creative work that requires emotional intelligence and cultural sensitivity.

Ethical considerations and transparency are of utmost importance. As AI becomes more prevalent in content creation, businesses must address ethical concerns such as data privacy, bias in AI algorithms, and the potential for misinformation. Establishing clear guidelines and ethical standards for AI-generated content is crucial. Additionally, maintaining transparency about the use of AI in content creation helps uphold trust and authenticity with audiences.

Adapting to the AI content landscape goes beyond simply keeping up with technology; it involves reimagining the role of human creativity, ensuring ethical use, and continuously learning to harness the full potential of AI. This approach not only keeps businesses competitive but also drives innovation and sustainable growth in the digital age.

How to create a Content Pillar for your next Content Marketing Strategy

When planning your content pillar, the first step is to determine how you will create a comprehensive piece of content and strategize how to maximize each section. To assist you in creating the most relevant content on any topic, there are useful tools available such as MarketMuse, WordStream Advisor, and SE Ranking. For an effective digital marketing strategy in the AI-driven era, check out 'The Ultimate Digital Marketing Playbook.' It provides key insights, practical steps, and tools for designing and executing successful campaigns.

As you embark on the content creation process, keep in mind that your pillar content articles should be so valuable that readers feel compelled to bookmark your page. According to Single Grain, only 80% of people will read a headline, with only 20% clicking to read the rest of the blog post.

Your pillar page content serves as a lead generator, helping you establish authority and directly engage with individuals who are most likely to be interested in your product or service. Once you have created your pillars, it is important to promote them on social platforms. Share the content in your online business groups, and if members find it valuable, they are likely to share it on their own platforms, increasing the exposure of your content.

In today's highly competitive landscape, companies are searching for ways to effectively utilize the assets they create. One effective strategy is to hyperlink other relevant blogs within your content, enhancing its value and providing additional resources for readers.

Develop a Content Marketing Strategy

To create a successful content marketing strategy, it is essential to understand your target audience and address their specific challenges. By doing so, you can produce high-quality content that resonates with them and provides valuable solutions.

Content marketing is an incredibly effective way to help you build trust and relationships with your audience. Yet, only 40% of B2B marketers have a documented content marketing strategy.

1. Define Your Goals And KPIs

To effectively create content, it is crucial to have a clear understanding of your business objectives. Defining your goals will not only help you determine the type of content you need to create but also identify the key performance indicators (KPIs) that are most relevant to your objectives. By tracking these KPIs, you can measure your progress and ensure that your content strategy is aligned with your goals. For instance, if your aim is to increase sales by 10% in the next year, your content plan should be designed to support this objective. Identifying the KPIs that are relevant to each goal will enable you to track your progress and ensure that you are on the right path.

2. Identify Your Target Audiences

Understanding your buyer personas is crucial in order to effectively sell to them. Once you have a clear understanding of who your ideal customers are, you can create compelling content that addresses their specific needs and resonates with them. A buyer persona is a fictional representation of your target audience, based on research, data, and insights into their behavior, attitudes, and motivations. To identify your buyer personas, you can gather information from employees who regularly interact with customers, as well as utilize powerful tools like Google Analytics. By gaining a deep understanding of your buyer personas, you can create content that truly connects with your audience and drives meaningful engagement.

3. Choose Relevant Distribution Channels

When determining the most effective channels to distribute your content, it's important to consider where your target audience spends their time. Are they active on social media platforms like Facebook? Or do they prefer email newsletters?

To maximize your content reach, it's best to utilize multiple channels. This allows you to connect with a wider audience and increases the chances of your content being discovered.

To help you make informed decisions about distribution channels, ask yourself the following questions:

  • How engaged is my target audience on social media?
  • How much time do they typically spend on these platforms?
  • What types of content do they usually share?

For example, research shows that 90% of Gen Zers and millennials use Instagram on a daily basis. If your target audience falls within these demographics, Instagram would be an ideal platform for distributing your content.

4. Develop A Content Calendar

A content calendar is an essential tool for any content marketing strategy. Not only does it help you stay organized and keep track of your topics and content creation, but it also offers several key benefits.

A content calendar allows you to quickly identify what needs to be done, who is responsible for each task, and when it needs to be completed. This level of organization ensures that you and your team are on the same page and can work efficiently towards your content goals.

A content calendar enables you to measure the performance of different pieces of content. By tracking metrics such as website traffic and conversions, you can gain valuable insights into which content is resonating with your audience and driving the desired results. For example, you can see how much traffic a specific blog post drove to your website or landing page, helping you gauge its effectiveness in attracting and engaging your target audience.

A content calendar provides a holistic view of your content strategy, allowing you to identify any gaps or overlaps in your content plan. This helps you ensure that you are covering a variety of topics and formats, catering to different stages of the buyer's journey and addressing the diverse needs and interests of your audience.

A content calendar promotes consistency and helps you stay ahead of schedule. By mapping out your content in advance, you can ensure a steady flow of valuable content that aligns with your overall marketing strategy. This consistency not only helps build trust and credibility with your audience but also improves your search engine rankings over time.

A content calendar is an indispensable tool for content marketers. It provides a clear roadmap for content creation, helps measure performance, promotes consistency, and ultimately contributes to the success of your content marketing efforts. So, be sure to incorporate a content calendar into your strategy and reap the benefits of better organization, improved performance tracking, and enhanced content planning.

5. Create Content that Connects with Your Audience

By this point, you should have a clear understanding of the content types and channels that will be most effective for your content marketing strategy. This knowledge is crucial because it will guide your content creation efforts and ensure that you are creating the right kind of content for the right platforms.

Once you have determined the content types and channels, you can start focusing on creating content that resonates with your target audience. This means understanding their needs, challenges, and interests, and crafting content that addresses those specific pain points. Whether it's blog posts, videos, podcasts, or social media content, every piece of content you create should be tailored to your audience's preferences and preferences.

If your target audience spends a lot of time on social media platforms like Instagram and YouTube, you may want to focus on creating visually appealing content that is highly shareable and engaging. On the other hand, if your audience prefers long-form, in-depth content, you may want to invest more time and effort into creating comprehensive blog posts or whitepapers.

The channels you choose to distribute your content on should also align with your content types. For instance, if you are creating video content, platforms like YouTube or Vimeo would be more suitable for distribution. On the other hand, if you are focusing on written content like blog posts or articles, platforms like your own website, guest blogging opportunities, or content syndication sites may be more appropriate.

By aligning your content types and channels, you can ensure that your content is reaching the right audience in the most effective way possible. This will maximize your content's impact and increase the chances of attracting and engaging your target audience.

Determining your content types and channels is a crucial step in your content marketing strategy. It allows you to create content that is tailored to your audience's preferences and distribute it through the most appropriate channels. By doing so, you can ensure that your content is reaching the right people and achieving your marketing objectives. So, take the time to carefully consider your content types and channels, and let them guide your content creation efforts.

6. Promote Your Content

There are numerous methods you can employ to promote your content and maximize its reach to a wide audience.

One effective strategy is to send an email notification to your subscribers, informing them about your new piece of content. This ensures that your existing audience is aware of your latest content and can easily access it.

Another method is to share your content on various social media networks. By leveraging platforms like Facebook, Twitter, and LinkedIn, you can reach a larger audience and increase the chances of your content being shared and discovered by new users.

Additionally, you can create other blog posts that mention and link to your new content. This not only helps drive traffic to your new piece but also improves the visibility and credibility of your overall content.

Reaching out to influencers in your industry can also be fruitful. By asking them to share your article with their audience, you can tap into their established following and gain exposure to a new set of potential readers.

By utilizing these diverse promotion methods, you can significantly increase the visibility and engagement of your content, leading to greater success in your content marketing efforts.

7. Measure Results

The question is not whether you should measure the results of your content marketing but how you should measure them.

Using Google Analytics or a similar tool, you can look at the following data points to understand what’s going on with your content marketing efforts:

  • Number of visitors
  • Number of leads/traffic source
  • Average time on your site

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Content Marketing Partnerships

If you're looking to expand your business and reach a wider audience through content marketing, but lack the time or resources to create your own content, content partnerships can be a game-changer.

Collaborating with a content partner allows you to tap into new audiences and increase your visibility. By working together, you can exchange high-quality content that benefits both parties. For instance, if you run a cooking blog, teaming up with a recipe blog to co-author an article makes perfect sense.

Content partnerships provide a win-win situation, enabling you to expand your reach, attract new readers, and establish your expertise in your niche. So, if you're ready to take your content marketing to the next level, consider exploring content partnerships as a valuable strategy.

1. Content Partnerships Help You Attract New Customers

Content partnerships provide a unique opportunity to tap into the existing audience of another company or brand, allowing you to expand the reach of your content and attract new customers. This collaboration not only helps grow your audience but also strengthens your brand presence in the market. By leveraging the power of content partnerships, you can effectively build your brand and establish your expertise in your niche, ultimately leading to greater success in your content marketing efforts.

2. Content Partnerships Help You Build Relationships With Other Brands

Establishing connections with other brands can have a profound impact on your own business, providing a broader reach and increased exposure. One effective way to foster these relationships is through content partnerships. By collaborating on blog posts or videos that can be shared on both parties' websites and social media channels, you can amplify awareness for both brands and generate leads over time. This strategic alliance not only enhances brand visibility but also nurtures valuable connections with other industry leaders. So, if you're looking to expand your content marketing efforts, consider the power of content partnerships in building lasting relationships and unlocking new opportunities.

3. Content Partnerships Can Help With Your SEO Rankings

Building strong partnerships with other businesses can have a significant impact on your content marketing strategy, especially when it comes to improving your search engine rankings. The more high-quality links you have pointing back to your site, the more favorable it appears to search engines like Google. By partnering with other businesses that have large followings, you can increase the likelihood of your content ranking higher in search engine results.

When you collaborate with businesses that already have a substantial online presence, their audience and followers become potential sources of organic traffic for your content. As these businesses share and promote your content to their followers, it not only increases your visibility but also enhances the credibility and authority of your website in the eyes of search engines.

Having authoritative websites linking to your content signals to search engines that your content is valuable and trustworthy. This can significantly improve your search engine rankings, as search engines prioritize websites that have strong backlink profiles.

When you partner with businesses that have a large following, you increase the chances of your content being shared and linked to by other websites and influencers in your industry. This further strengthens your backlink profile and boosts your chances of ranking higher in search engine results.

Forming content partnerships with businesses that have a strong online presence can greatly benefit your content marketing efforts. By leveraging their large followings and collaborating on high-quality content, you not only expand your reach and attract new customers but also improve your search engine rankings. So, consider the power of content partnerships as a valuable strategy to enhance your online visibility and drive organic traffic to your website.

Choosing A Content Marketing Partner

When considering potential partners, it's important to think about how well your business aligns with theirs. The right partner will help you grow your business, build brand awareness, and establish yourself as an authority in your industry.

Finding a content marketing partner that aligns with your business goals and values is crucial for a successful collaboration. Look for partners who share similar target audiences and have expertise in your industry. This will ensure that the content you create together resonates with your target audience and provides value to both parties.

A good content marketing partner should also have a strong online presence and a large following. This will give your content greater visibility and reach, allowing you to tap into their existing audience and attract new customers. Consider partnering with brands or influencers who already have a loyal following and a reputation for producing high-quality content.

In addition to aligning with your business goals and having a strong online presence, it's important to choose a partner who is reliable and trustworthy. Look for partners who have a proven track record of delivering results and meeting deadlines. This will ensure that your collaboration runs smoothly and that you can rely on them to deliver quality content on time.

Consider how a content marketing partnership can benefit both parties in the long term. Look for partners who are willing to invest time and resources into creating valuable content that will benefit both brands. By collaborating on high-quality content, you can establish yourself as an authority in your industry and build brand awareness, while also helping your partner grow their business and reach a wider audience.

When choosing a content marketing partner, it's important to consider how well your business aligns with theirs. Look for partners who share similar target audiences, have a strong online presence, and are reliable and trustworthy. By finding the right partner, you can grow your business, build brand awareness, and establish yourself as an authority in your industry.

The Value of Content Optimization

You can create the best content in the world. But, if it doesn't get found by your target audience, it will only do you a little good.

There are two main reasons why it’s necessary to optimize your content:

  • It increases engagement with your target audience.
  • It improves search engine rankings for more organic traffic.

Content optimization on a regular basis is crucial for content marketing success. Google’s search algorithm uses over 200 factors to rank websites. Optimized content gives Google a better understanding of what your site is about, which makes it easier for them to serve up the right content to searchers.

When your website's content is optimized for specific keywords, it increases the chances that search engines will find it relevant and rank it higher in their search results. This makes it easier for users to find your site when their search queries are related to those keywords, increasing traffic and leads.

Repurposing Content

When you present an existing piece of content in a new way, you're repurposing it. Creating new content can be time-consuming and expensive. It requires research, writing, and editing, which all take time and money to do correctly. For instance, repurposing popular blog posts is often much simpler than creating new material from scratch.

You improve your search engine optimization efforts by repurposing content into different formats. After all, the more times you can get your site indexed by search engines, the better your ranking chances.

Increase Your Organic Reach With Repurposed Content

A study by BrightEdge found that organic search holds a 53.3% share among traffic sources.

Imagine you've crafted an exceptional blog post on the art of brewing the perfect cup of coffee. It's a fantastic piece of content for those readers who enjoy diving into well-written articles. However, by transforming that post into an engaging YouTube video or a captivating infographic, you can cater to a wider audience with different content preferences. What's more, when you distribute your content across various platforms, you have the opportunity to reach even more people and enhance your brand's organic visibility in search engine results pages (SERPs).

Define The Customer Journey

Understanding the customer journey is a crucial element of your content marketing strategy. It allows you to gain insights into how your target audience engages with your business and what they are seeking at each stage. With this knowledge, you can create relevant and valuable content that meets their needs effectively.

But what exactly does the customer journey entail? And how can you define it to ensure that you deliver the right content to the right people at the right time?

The better you become at mapping out the buyer's journey, the more seamless it becomes to provide targeted content that caters to their specific needs. For instance, if a person receives an email from your brand with an enticing offer for one of your products or services and clicks through to learn more, they may still need time to make a purchase decision. However, they might be interested in receiving additional information or offers via email or social media. By doing so, you position your brand as the top choice when they are ready to make a purchase.

By understanding and defining the customer journey, you can strategically create and deliver content that resonates with your audience, guiding them towards conversion and building lasting relationships.

Leverage User-Generated Content (UGC)

User-generated content is not only valuable for converting your loyal customers into brand advocates, but it also plays a significant role in boosting your engagement across various social media platforms. Moreover, UGC has the power to attract new followers to your brand's social media pages and expose your content to a wider audience.

Creating a brand voice and fostering a sense of community are just a few of the many benefits that come with leveraging user-generated content. However, there is one aspect that often goes unnoticed – its ability to enhance the return on investment (ROI) for other types of content.

By harnessing the potential of UGC, you can not only amplify your brand's reach but also maximize the effectiveness of your content marketing efforts. So, don't underestimate the power of user-generated content in elevating your brand's online presence and driving meaningful results.

79% of people say UGC highly impacts their purchasing decisions. In an age where product reviews and influencer recommendations massively impact purchase decisions, it's the best time to leverage your brand's UGC content creators.

User-generated content has several benefits:

  • Companies get a better understanding of their customers' needs and interests. This insight can help marketers craft more targeted messages and content that can lead to stronger customer relationships.
  • It enables brands to build a community around their products or services. This creates brand advocates likelier to share positive experiences about your brand across different channels.


The ever-changing landscape of digital marketing highlights the undeniable importance of content marketing. While traditional media remains relevant, the dynamic nature of the digital world necessitates a strategic shift towards content marketing to effectively reach and engage a wider audience. The impressive statistics and benefits discussed in this blog shed light on the transformative power of original, high-quality content. From boosting SEO and increasing brand awareness to staying relevant in the industry and providing versatile repurposing opportunities, content marketing has a multifaceted and profound impact.

Content marketing goes beyond being just a tactic; it is a comprehensive strategy that is essential for digital success. It is an investment in the future of your brand, providing a platform for growth, expanded reach, and sustainable customer engagement. By understanding and leveraging the strengths of content marketing, such as creating content pillars, harnessing AI advancements, and practicing ethical approaches, businesses can not only survive but thrive in today's competitive digital landscape.

As we move forward, integrating innovative approaches like content optimization, repurposing, understanding the customer journey, and embracing user-generated content will be crucial. These strategies not only enhance engagement and reach but also maximize return on investment, turning content marketing into a driving force for business growth and brand evolution.

Remember, the essence of content marketing lies in its ability to connect, inform, and inspire. It is an ongoing journey that requires adaptability, creativity, and a deep understanding of your audience. With a strategic and well-executed content marketing plan, your business has limitless potential to expand its reach, build lasting relationships, and achieve its goals.

Ready to supercharge your marketing efforts and drive remarkable results? Look no further than the Marketing Playbook. This comprehensive guide is filled with key marketing principles, campaign creation tips, and methods to measure your success.

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