Does content marketing actually work?!

I was explaining what I do to a co-worker the other day, and his response was: “yeah, but does content marketing actually work?”
content marketing

I was explaining what I do to a co-worker the other day, and his response was: “yeah, but does content marketing actually work?”

It’s a fair question, particularly from startups and small companies, looking to put their money in strategies that will deliver real, measurable results.

I (of course!) had my sales patter down about providing genuinely useful information to your audiences, encouraging traffic to your site and helping your Google rankings. But, I thought to myself, wouldn’t it be great to pull out some COLD HARD STATS to convince him.

So, ladies and gentlemen, here is some proof of the value that content marketing brings to businesses, big and small…

More website visitors

Research shows that businesses that publish more than 16 blog posts per month receive almost 3.5 times more traffic than those publishing 4 or fewer monthly posts. HubSpot, 2015

Loads more leads

If you publish more than 16 blog posts per month, studies indicate that you’ll enjoy around 4.5 times more leads than your competitors publishing 4 or fewer. HubSpot, 2015

Both B2B and B2C brands can benefit

B2B companies that blog more than 11 times per month get almost 3 times more traffic than those blogging just once per month. B2C companies doing the same, receive more than four times as many leads as those that blog just four or five times per month. HubSpot, 2015

Whitepapers are leading the pack

Blogs are powerful, but whitepapers could be even more so, ranking as the top content type for driving leads (53% of marketers say they do), followed by webinars (50%). DemandWave

Supporting your sales teams

Nearly half of buyers (47%) view between three and five pieces of content before engaging with a sales rep. Demand Gen Report, 2016

Social popularity

Did you know that B2B buyers are the most likely to share blog posts, with 40% identifying that they share them frequently, followed by infographics (39%) and videos (37%). So, it will also drive your social clout. DemandGen

Your competitors are probably doing it

In 2017, 53% of businesses said blog content creation was their marketing priority, second only to growing SEO and organic presence (62%). Meanwhile 47% were focused on content distribution and amplification. Hubspot

And so are your role models

42% of the Fortune 500 now have a company blog, a figure which has risen steadily for the last 10 years. Mark Schaefer

It doesn’t just work for big businesses

Small businesses that blog get 126% more lead growth than those that don’t. Content Marketing Institute

Plus it’s fantastic value for money

Content marketing costs 62% less than traditional marketing but generates approximately three times as many leads. DemandMetric

So, there you have it. Proof to all the doubters out there that content marketing isn’t just for show and does indeed deliver for the bottom line for all kinds of businesses.

That’s not to say it’s easy. Content marketing requires dedication and commitment to producing and promoting exciting, informative content, frequently and consistently. But get it right and your efforts won’t go unrewarded.

Not sure where to start with content marketing? Then you’re in the right place. Scripsy has years of experience helping businesses produce and promote content that drives traffic, leads and builds your brand. Want to know more? Then drop us a line at

You can also find more info on the benefits of getting in the content game in our blog asking what’s the point of content marketing