Content doesn’t directly create sales, so why invest marketing budget in it?

When marketing budgets are tight it feels counterintuitive to invest precious money in something that’s not going to directly create a sales lead. But used as part of your marketing strategy, interesting content can be seen as a long-term investment in your business’ future.

It’s the old saying ‘You’ve got to speculate to accumulate’ to get ahead in business. So whilst getting good quality content written for your blogs, web pages, social media and e-newsletters can seem an expensive outlay, it’s one of the most effective ways of attracting customers to your brand.

Cogs representing your content working together


What does it take to get someone to buy these days?

You’ve probably worked out already that very few people buy from you on their first visit to your website. But a survey of almost 3 million customer online ‘interactions’ by research giants MarketingSherpa, found that it takes an average of 4.5 online interactions with your brand for a person to buy from you. For fashion brands this rockets to 7.3 interactions, 5.5 interactions for gifts and a relatively small 2.4 interactions for businesses buying from businesses (B2B). And that’s not counting offline interactions, like TV ads, press ads, billboards, leaflets, brochures, in-store experiences.

With numbers as big as this, it’s clear that brands need to do a lot of nurturing to maintain and grow customer interest for up to 7.3 interactions… and that’s where content shines through.

By ‘interactions’ we mean things like looking at a product on your website, reading a blog article, opening an e-newsletter, seeing a Twitter or Facebook post. Each of these interactions need to grow the customer’s interest enough to make them interact again. This means the content of your website, blog, social media, e-newsletter or online ads needs to be fresh, engaging and give a little more detail each time to keep your brand or product front of mind for when the customer is ready to buy.

We call this growing of brand and product knowledge the ‘customer journey’; and each of these interactions are points on this customer journey. If you still need convincing how important great content is in the customer journey I’ll leave you with these big stats from Marketing Tech Blog. You can find many more from them here.Content marketing statistics