Does Content Marketing Work?

Katie Desmond, Partner, Chief Business Development Officer
Posted on Jun 18, 2015

In today’s marketplace you cannot be an effective marketer without hearing, talking, learning or knowing about content marketing. It’s something that we talk about more and more with both our potential and current clients and most certainly can be a game changer in your marketing strategy. In fact, brands that create 15 blog posts per month average 1,200 new leads per month.[1]

So what is content marketing? It’s sharing relevant, engaging content with your target audience. It’s a tool that you can utilize to stay top-of-mind and often support users throughout the buyer’s journey. Considering that the buyers go through about 60% of the buying process before they even pick up the phone[2], it’s important to give them the content they need.

Content marketing is also a great opportunity to demonstrate your expertise and position you as a thought leader in the industry. However, be sure to balance this well with your users needs because in the end it’s about engaging with your consumers and giving them the information that they are looking for. You need to deliver a meaningful value exchange with content that is useful and genuine, and distribute it in a relatable and relevant way. Be sure to tap into your social media properties to share this valuable content and expand your reach.

Content marketing includes a range of content types, such as:

  • Blogs
  • Case studies
  • White papers
  • Webinars
  • Videos
  • Infographics
  • Press releases

In the past year, we have taken a keen focus on our content marketing efforts and ultimately driven a lot of our success. Through our efforts we have seen:

  • Our conversions driving to the iMarc site from social media has increased by 18%
  • Traffic from Facebook increased 63%
  • Traffic from LinkedIn increased 5%
  •’s conversion rates have increased 10% which has driven more contact form submissions and newsletter sign ups

Content marketing is an effective tool that you can use to help drive your success, increase your conversion rate and ultimately drive leads. Still need to convince others in your organization to invest in content marketing? Check out these impactful content marketing stats in our latest infographic on content marketing.

[1] Volpe, Mike. "State of Inbound 2014 by HubSpot." 2014 State of Inbound Marketing Report by HubSpot. Hubspot, n.d. Web. 04 June 2015.

[2] Pickus, Peter, and Shelley West. "The Digital Evolution in B2B Marketing."The Digital Evolution in B2B Marketing. The Corporate Executive Board Committee, 13 Sept. 2012. Web. 04 June 2015. <>.