The Power of Content Marketing

Earlier this week Hollie Pratt our local editor of and the Kingston Heritage informed me that one of my In Your Neighborhood articles had been the most read on the site so far for the month of August. For those of you who are familiar with the Metroland In Your Neighborhood program you already know that this is our content marketing platform. So of course I first asked which one? It was an article we did for Nova Health Naturopathic Centre titled “The paleo diet:Weight loss becomes a reality”. I then discovered that this article has been read more than 1800 times since it was posted  on August 1st. We produce and host Nova Health content on a monthly basis and this type of marketing works extremely well for this client but this article alone will more than pay for their annual Metroland online marketing strategy. Think about this for a second; 1 article has been read nearly 2000 times and tweeted 14 times. These are engaged potential customers many of which will take the leap to call or email Dr Oxboro to schedule an appointment. I don’t know about you but I can’t think of anything this customer could do achieve a higher ROI than than content. This individual article works out to a $250 investment. Let’s break this down in digital terms for a second. If a pay per click campaign received 1800 clicks that would likely cost in the range of $2700. I would argue that having an engaged audience who just read an article about your services is much more valuable than a click to your website from a Google search. Add in the article is linked to to the Nova Health social media, email contact forms, website, phone number and whatever else they want to share with their readers. The clicks you do get also become that much more valuable and with no additional cost that come with a PPC caampaign. The customer gets to qualify your business and services before they click  thru to your website.

The message I want to send with this blog is not only the importance of having a content marketing strategy as part of your marketing plan but putting the proper thought into that strategy so that it’s effective. I have many clients who leave it all up to us, but we don’t know your business like you do. Nova health is one of those who provides Metroland with the proper detail so that we can produce powerful effective content. When that happens the end result is a successful content strategy with engaged customers which translates to a high ROI.

Here is the link to article

Follow me on twitter @GeoffJosey


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