One of the big questions marketing directors ask their advertising agencies or digital marketing firms is whether content marketing (and it’s cousin inbound marketing) actually works.
We all know the story of HubSpot, the Boston-based marketing software company that practically invented inbound marketing. They generate about 50,000 leads per month for their business by developing and distributing e-books, infographics, blog posts and other pieces of content marketing designed to drive new leads to their website.
But driving a lead to a website is one thing. Actually converting that lead into a customer is another.
So the Question Remains — Does Content Marketing Actually Work?
Our friends at Atlanta-based advertising agency and digital marketing firm MLT Creative have answered that question in the infographic below. The data was gathered at the HubSpot Inbound Marketing Conference and compiled by the good folks at MLT.
Here are just some of the facts and figures about content marketing and inbound marketing that you’ll find in the infographic:
- Growth: Marketers using inbound marketing have grown from 60% of those surveyed in 2013 to 80% of those surveyed in 2014.
- Cost Per Lead: The average cost per lead for B2B companies using inbound marketing was typically less than half of what the cost per lead was for those not using inbound marketing.
- Improved ROI: 37% of those surveyed reported improved ROI for their inbound marketing programs vs. the previous year.
- Prioritization: Marketers prioritizing inbound marketing are 13 times more likely to enjoy positive ROI than those not prioritizing inbound marketing.
There’s a lot to learn from the infographic below. As an extra bonus, MLT Creative has done a terrific job with the design, which makes digesting the data even more enjoyable.
Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, an Atlanta-based advertising agency and digital marketing firm that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.