The Real ROI for Content

When it comes to planning marketing budgets, content usually tumbles down the to-do’s. And for a good reason. It can be expensive, it does take a lot of effort to plan, and there’s always stock images, right? Sitting in on planning meetings, we see it time and time again. Why is our engagement rate down? Why is churn increasing with our email list? Why aren’t we drawing in more organic audiences?

While we will always advocate for a content first strategy, we don’t expect you to just take our word for it. Here’s how content provides a real return on your investment and, most importantly, affect your business’s bottom line.

The Power of Content: More Than Just a One-Time Hit

When you think about your content strategy, don’t just see it as one-off posts or blog entries. Great content library is a powerhouse that you can repurpose across multiple channels. For example, when you plan a single blog post, it can also be:

Broken down into bite-sized pieces for social media content
Turned into an email marketing campaign to keep your audience engaged
Used in future SEO content to boost your search rankings
Repurposed into advertising collateral for your next campaign

Not only does this save you time and money, but it ensures consistency in your brand’s message across platforms. Plus, you’re not just creating content for the sake of creating content; you're building a brand that resonates, drives awareness, and converts potential customers into loyal ones.

When you vertically integrate your content under one leading content strategy, you will have increased efficiencies saving you money to keep all the wheels to your marketing and advertising machine spinning.

Content Marketing: The Secret to Brand Equity

But most importantly, think of content as your secret weapon for brand equity. When you create valuable content that aligns with your brand’s voice, it can directly impact the key metrics that matter most to your business:

Brand recall: Good content stays top of mind. People remember brands that offer real value, not just sales pitches.
Conversion rate: Effective content nurtures prospects, guiding them down the sales funnel. You’ll see better conversion rates on your prospecting campaigns because your audience already trusts you.
Brand stickiness: Engaging content keeps customers coming back for more, boosting customer lifetime value. You’re building a relationship—not just a one-time transaction.

It’s all interconnected. The more strategic and intentional you are with your content, the more control you have over the outcome. If you’re just throwing money at ads and hoping something sticks, you’re missing out on the long-term value that content marketing brings to the table.

Why Content is the Only Thing You Can Truly Control

Here's the bottom line: when you’re bidding for attention—whether it’s through social media ads, email marketing, or other paid channels—you’re investing money constantly for people’s attention. That price to get their attention is outside of your control. What you can control is this:

How effective you can capture their attention.

Ultimately, it’s not just about getting your message in front of someone; it’s about making sure that, when they do see it, they feel something and are motivated to act. That’s where content comes in. With a solid marketing strategy fueled by great content, you can amplify your brand and see real, measurable growth—without having to outbid your competition every time.

So whether it’s increasing your paid media’s conversion rate to improve your CAC or drive brand stickiness with your audiences in email or social and increasing your LTV, content is the answer to growing your brand.