When you’re investing time, money, or effort into something, you want to understand your return on investment and how it can be measured. And content marketing is no different.
The interesting thing with content is this: unlike ads, content offers a ton of organic, intangible, but incredibly valuable benefits, like:
- Brand building
- Earning trust
- Creating and strengthening relationships with members
These things are tough to assign a number to, but that doesn’t mean they don’t impact the success of your coworking space.
That’s why, ever since my days in senior management in public relations agencies, I’ve been going to bat for the value of investing in organic initiatives, especially in comparison to advertising.
But that doesn’t mean content marketing doesn’t offer quantifiable results too. And, as I’ve been talking with prospective clients about this a lot lately, it made me realize that I’d never shared two great case studies I’ve had for a while, and I thought now was a good time to do so.
So, in case you’re curious, here are two good examples of content marketing ROI:
- Crafting a Position Zero-ranked article that drives conversions: We wrote this article for Launch Workplaces in July 2020 and, after a few months, it had rocketed up to Position Zero (i.e. the top of the top) of the Google Page for its keyword, and still is to this day. Since then, it’s had ~50,000 views and kept visitors on the page for nearly nine minutes.
- Successful content marketing in action: Another one for Launch. In addition to creating content for its members, I interview CEO Mike Kriel each month to strategically craft content targeted at connecting with building owners/commercial landlords to drive sales of Launch’s managed model. We’ve been doing this for a few years and created a ton of great content, including a gated eBook. In this instance, we wrote an article that ranked first on Google for a high-intent keyword. A landlord searched for that term, found our article, navigated through the website from there, and found our Commercial Landlord’s Guide to Flexible Office Space. They exchanged their contact information to download the resource, and Launch’s business development team was able to reach out and begin the sales process.
While these aren’t the only ways that content marketing can create tangible results, they’re examples of real-world successes.