Let the Stats Do the Talking

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Kapost and Eloqua conducted a detailed study exploring the costs and benefits of implementing a Content Marketing vs. PPC strategy . The study focused on a universe of more than 50 different companies to achieve reliable statistical accuracy.

It is important to note that both profits and costs are expressed in dollars. Let's first see what the percentage of revenue is from the sample taken.

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Now, after this approach, let's dive list of timeshare owners straight into the average cost of this type of strategy and the structure needed to plan and carry it out on a monthly basis.

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This cost plan includes a list of professionals who can conceive, diagram and implement the campaign: Chief Content Officer, Managing Editor, Community Manager, Internal Contributors, External Contributors.

To measure these values, a production volume of 2 weekly posts and one monthly Premium post was established. As you can see, it is not a large amount of content, but rather an ideal minimum to start seeing results.

Companies with a gigantic financial backing, such as American Express , make up to 50 publications a week (!).



The benefits of Content Marketing are to direct quality visits to the site that allow increasing ROI and obtaining users who are more willing to reach conversion or micro-conversion .

[Tweet “#ContentMarketing drives quality traffic to your website and increases ROI.”]

The analytics team will be able to evaluate this with different funnels and specific data, such as time on site or bounce rate.

These strategies require greater patience at the beginning, since reliable visits, user engagement and their possible transformation into a sales lead must be built gradually.

As the campaign begins to unfold and potential customers become more familiar with the company, develop a relationship and recommend it , thus increasing its influence , the effect is expansive and the upward spiral becomes an exponential rise.

[Tweet “A study claims that 2% of visits become leads #ContentMarketing”]

The study claims that 2% of visitors convert into leads . Add to this the fact that in the first 5 months, the cost per lead drops by 80%. Promising, isn't it?

To round up the real value of a Content Marketing campaign and have a reference for comparison with a SEM campaign, the cost per lead reaches an average of $70 .

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Paid Search Marketing
To make an effective comparison between these two different ways of approaching digital marketing , the study's authors decided to analyze a SEM campaign, which is the most profitable form of PPC today.

An average was made of keywords from various sectors , both short and long-tail, to reach an average cost ($4.22 per click) that allows obtaining the statistics.

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There remains to be presented another empirical example of what an organic construction of engagement and visits can achieve, and this is, neither more nor less, than a success story of Genwords itself .

MadeiraMadeira is a Brazilian e-commerce that increased its ROI by 1505% with a Content Marketing strategy ; its Adwords campaign only meant 208%.

I invite you to learn a little more about the excellent results obtained after a whole year of work.

Content Marketing, a business vision
Beyond the hard data, in addition to some soft data that we presented in the first part of this article, it is necessary to highlight that a Content Marketing strategy is not a temporary campaign.

It is a business vision that must permeate an entire company, which must transform and develop over time, constantly building the brand/customer interrelationship, strengthening it.

[Tweet “#ContentMarketing helps you build a brand/customer relationship”]

This determined and daily strengthening, the structural elaboration of a communicative and contextual image that establishes a strong presence on the Internet, is what achieves the snowball effect; the multiplication of profits by getting a user to become an organic means of promotion.

Now, after laying out this information, who are you rooting for in this Content Marketing vs. PPC battle?

Have you had any experiences with Content Marketing vs. PPC? Do you have a preference for one or the other? Let us know what you think in the comments.