The 3 Reasons To Focus On Content Marketing

When people look closely at engagement, conversion, and quality of traffic, content marketing is still outperforming by three times any other traditional method. Why?

Skipper Nico
Apr 16, 2018 · 7 min read

In the last two decades, we have seen a great deal of innovation in the digital marketing space, driven primarily by the surge of Social Media. Thanks to platforms like Facebook, Instagram, Pinterest, Linkedin, Twitter, Snapchat and alike, social media has gained top priority in every marketer’s plan.

However, as a consequence of the continuous increase in activity of their users, we have also seen negative trends that characterized social media platforms in the last years. Especially concerning interactions per post.

Source: Smartinsights

Not to mention the scary numbers about the lifetime duration of posts in today’s social media. It has become almost impossible to strike virality with a single post every day since many factors come into play and have a significant effect on the final results.

Source: Rebeccacoleman

In this continuously changing environment, many digital marketers have stepped back and refocused on inbound, and more precisely, content marketing.

However, one of the more significant challenges for marketers, according to a report published by HubSpot in 2017, is to secure enough traffic and prove the ROI of content marketing activities.

Source: State of Inbound — Hubspot

So, how are successful marketers able to justify more significant investments in content marketing and convince their senior management to focus more on it?

Below, we look at three fundamental reasons that should convince every senior manager to prioritize content marketing over other digital marketing initiatives.

However, before going into that, we should call out three fundamental truths that people tend to forget.

First and foremost, your content marketing strategy is your SEO strategy or at least 98% of it. Every SEO expert will tell you that at the basis of every successful content marketing strategy there is content. And a lot of it needs to be produced, especially at this time.

Secondly, content marketing is trackable. You can retarget all of your content traffic and then track the conversions in Google Analytics or Mixpanel or merely rely on dedicated dashboards like Superble, Medium, and Quora to monitor all the content that you produce over there.

Lastly, the #1 target you should have in mind is VOLUME of targeted content published. However, the volume is not only about how many posts you publish but also doing the keyword research in the niche, looking at the analytics for previous traffic sources that converted in the past, finding the content production sources and posting the content to multiple platforms.

Here’s how you should start any strategic conversation with your boss. Throw a few numbers to validate your underlying assumptions (and own role in the company)

82% of marketers who blog consistently see positive ROI from inbound efforts (Source: State of Inbound)

Content marketing costs 62% less than traditional marketing, yet it brings 3x leads (Source: DemandMetric)

74.2% of companies say content marketing increased their lead quality and quantity (Source: Curata)

So, based on these numbers, we have come up with three reasons for any company to embrace content marketing and allocate a big chunk of budget to it:

Its costs are considerably lower

It all starts from the pre-conception that content drives organic traffic. And organic traffic is free.

In other words, any company should consider content marketing purely for SEO purposes, to gain additional rankings in the search results (primarily Google, which still counts for 90% of all the traffic online globally).

Posting fresh content on a frequent basis to platforms like Facebook, Quora, Medium is excellent but, in my opinion, the number 1 place to build out your content must be your website or, if you don’t have one that serves well you content strategies, a social publishing platform like Superble.

Then, 80% of your budget should be going towards building out your website’s posts and pages with fresh content targeting your niche. That is why Superble is the most convenient solution for small and big brands, as it provides tools that optimize your affiliation strategy, content management strategy, and SEO strategy.

Content marketing turns out to be great also for retargeting as it fills the Visitor Retargeting Funnel by attaching cookies to your visitors and following them around with ads.

As long as the content is targeted to search intent and your target audience, you really can’t go wrong there. Anything retargeting-oriented should be a great ROI producer for you.

Its results are much better

Content marketing falls into the category of inbound marketing, which is different from outbound marketing because it doesn’t push content to users but it displays when users are looking for something related to it.

Statistically, customers who come through inbound marketing convert into customers at a much higher rate than those who come through outbound marketing. And it’s easy to understand why, since they already have a clear need to be fulfilled.

Content can also be controlled much better than other marketing tools. Every content manager can plan it out and strategize on what type of content he is going to produce and when. Also where it will be posted and share.

Content managers can move around the focus of the content and hit on various aspects of the niche or industry their company is targeting. Even focusing on trending topics to come up for those searches as well, which will increase effectiveness at bringing your target audience to your website at a higher volume.

Its ROI, with time, will be off the charts

Here’s a simple math exercise.

You can have articles written for $50–100 or much less if you work on platforms such as Superble, where you can get fantastic articles for as much as 25 SGD and genuine product recommendations for as much as 5 SGD.

It is recommended that you post around 30 content pieces per month, which sums up to $1500 or so per month.

Keep in mind that there are some niches which cost as much as $5, $10, 15, $20+ per click. At $10 per click, you would only get 150 visitors for $1500 with Google Adwords or Bing Ads.

However, those 30 organic pages you would create with the same budget, if they just brought you one visitor per day each, you would be getting 900 visitors per month or a $9000 value in equivalent search value.

The best part is that you only have to pay for the article once, and it works for you for years to come. Imagine posting 1000 posts per year. After a few years, your organic search traffic will be off the charts.


There are many advantages of investing in content marketing, but at the end of the day it always comes down to costs, revenues, and ROI.

Many studies have shown that companies that have a robust content marketing strategy and invest adequately on producing new content every day, ultimately beat competitors across the three dimensions showing lower costs, higher revenues and better ROI.

The other benefit of content marketing is that it has no shelf life. It will always be there ranking in Google, Youtube, Bing, and Yahoo, as long as you commit to the strategy and continue publishing content on a frequent basis over time.

The last thing you want to do that will destroy all the work put into content marketing is to leave your site get stagnant content-wise. Companies of any size make from time to time this big mistake, losing a lot of organic traction and potential customers.

That’s why relying on external collaborators and outsourced content creators, by building your blog on Superble for example, can help in the long run and get you through moments where you might not have enough time to allocate to create new content.

When you set up your strategy, you can focus on either content purely targeted towards what people are searching for or content for topics that your target audience would potentially search for and read thoroughly.

Both should be informative in nature and well-written, but the topic/audience targeted content can be shared on your social networks and deliver some value there, while the search intent content is to bring free traffic to your site.

If you are interested in exploring more about how to craft a state of the art content marketing strategy with Superble, you can contact me directly at


Skipper Nico

Written by

Digital Nomad | Blogging & Product Enthusiast | Former Alibaba & Lazada VP | Entrepreneur

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade