The Power of Copywriting & Content Marketing Today (Case Study)

The Power of Copywriting & Content Marketing Today (Case Study)

by | Jul 13, 2015 | Content Marketing

Understanding how powerful copywriting, and in a bigger picture, all of content marketing is doesn’t require you to look any further than the sheer amount of content that is produced on a daily basis.
Content marketing has long been considered a mainstay of digital marketing and marketers.
Considered a cornerstone of the industry, content marketing allows businesses to attract and keep a customer base.
And a fundamental part of content marketing is copywriting.
It’s like the ham to the eggs.
Think about it: if your content marketing is a good blog, than your ham to that egg is the written blog. Design, SEO optimization with your plugins, correct categorization, etc. all tie in.
Let’s think back to the overall picture. Now as most marketers can tell you, saying something without showing what it looks like in cold, hard facts is simply spouting hot air.
The statistics of the matter bear out our original hypothesis: content marketing makes a major impact in the world today.

Content Marketing by the Numbers

There has been a constant reminder by content marketers that content is king, but only until you realize the statistics that exist behind the statement do you realize how powerful a king content really is.
On average per minute—

  • Nearly 2.5 million pieces of content are shared by users on Facebook
  • Instagram has 220,000 new photos posted to its servers
  • YouTube gets over 72 hours of new video uploaded
  • Twitter is used around 300,000 times
  • Over 200 million emails are sent
  • Over $80,000 worth of sales is generated by Amazon

And that is only PER MINUTE.
Every sixty seconds for the whole day this kind of change happens.
And it’s appreciating these massive movements of data that make us realize exactly how powerful social media is to the production and distribution of content.

How Has Copywriting & Content Marketing Contributed to These Numbers?

It is estimated, according to Content Marketing Institute, that nine out of every ten businesses today utilize content marketing in tandem with their sales force to generate awareness and increase their profits.
And you know what the foundation of content marketing is?
Good copywriting.
Based on what we understand about the interplay between marketing and sales it’s not a stretch to see why these companies have adopted digital content marketing as an aid to raising their sales. The expenditure in advertising compared to the return on investment makes it a no-brainer to use content marketing.

copywriting content marketing

Case Study: Express Writers (We Call Ourselves a Content Agency, Right?)

Hey – if we sell blogging and content, we better be good at it, right?
Yes. But you’d be surprised how many writing agencies don’t care about maintaining their blog.
Here at Express Writers, we’ve truly utilized content marketing to a degree of success. We adopted the idea in an effort to increase lead generation and sales through a targeted strategy incorporating guest blogging and SEO to a massive extent.
The results we got were far better than many of the competitors in our very industry – we outrank 95% of them – and proves the potency of content marketing in the framework of a modern developing company.
I would recommend any business that wants to see significant growth over time to consider content marketing as the vehicle to achieve that goal. You could say we’re among the 89% of companies that use content marketing and testify to its effectiveness.
The development of our content marketing plan is:
Four 2000-word pieces per week for our own blog, along with 4-6 more pieces per week for major guest blogs including such high-authority sites as Search Engine Journal, Site Pro News, SEM Rush and Content Marketing Institute.
We also have over 80 site pages, 50 of which are our main service pages (one for each of our writing services) and are about 500 words or more each.
I could tell you all day long how well our content does, how great our team does at compiling it, how we research the topics and develop the concepts, but here’s some cold hard stats for you to digest.
We average 500-700 visitors in organic traffic daily, from Google keywords.
We have 165 keywords indexed in SEO, 100 of which are in the top ten positions (screenshot from SEMRush):
express writers content rankings
Also from SEMRush, a screenshot of some of our keyword positions as of June 2015:
express writers rankings
Many of our individual blogs are doing very well in search.
For example, this blog written in 2013, “Website Copywriting for Dummies”, ranks #4 in organic search (screenshots via SEMRush):
express writers rankings
When we take into account the amount of growth our own company has seen over a single year, it’s not impossible to imagine how much content moves per day and how it can affect a company’s exposure and generate leads based off its content marketing strategy.
It’s a testament to the kinds of things that we can expect from content marketing in the coming years.
Now that we’ve disclosed how much content marketing has helped us, let’s delve into…

The Cost of Content Marketing

As an industry, content marketing is responsible for a massive amount of expenditure.
In 2013, brand management site Brafton estimated that the total expenditure for new content creation for the year would reach about $118.4 billion. That’s billion, with a B.
Although based on the amount of new content is produced daily and factoring in a cost like this into it, you can see why content creation itself can cost very little but the sheer volume of its production can add up to so much.
Mashable approximates that as much as twenty seven million pieces of content are shared on social media per day. That’s a LOT of outreach for something that could cost you a couple bucks to make.

Why Content Marketing Has Such An Impact

With twenty seven million shares a day you’re probably starting to see how content can influence consumers to such a level that a message can go viral. As much as 58% of consumers trust editorial content, according to Nielsen.
If you could tap into at least half the people that make up your core audience and have them share your content it can go a long way towards making your brand or company a household name.
Taking this into account, your aim should be to build your base of dedicated users and play the numbers game to get your content out there. Social Media B2B states that as much as 61% of US marketers utilize social media to increase the amount of leads they get. Using it correctly is as important as using it at all.
Stephen Fairley writes that companies that blog 15 or more times a month see as much as five times as much traffic as those that don’t. It’s the perfect strategy for getting the word out.

3 Success Stories of Content Marketing

We know that content marketing has the power to reach out to the masses and raise awareness. We know that it guarantees sales increases after an extended content campaign. All of these things have been told to us time and time again, but short of doing it ourselves, how do we know that content marketing works? We can’t just take the word of the people who are trying to sell it to us. If you need proof of how well content marketing has managed to work for some companies, here’s a few of the more successful content marketing successes and how it’s managed to enhance their business.
1. Influence & Co.Influence & Co. utilize knowledge-based tactics in order to help companies achieve their branding objectives. It has managed to place itself as the largest provider of thought leadership content that is shareable and relatable. This stemmed from an aim to empower companies and thought leaders to control the message they send to the masses, something fresh and new in the field of public relations. The company growth is palpable, expanding rapidly from a two-person operation to employing as much as seventy five people on its payroll.
2. NewsCred – Content marketers should at least heard of NewsCred, even if you haven’t had anything to do with them expressly. They are one of the most influential up and coming content production companies, employing over two hundred people currently. What started off as a news wire service has shifted gears and gone into full content marketing giant mode. They offer content strategy solutions to companies based on their level of service, including access to images from Getty and premium articles to help their clients along. Their analytical system also allows for them to aid their clients in suggesting content creation and distribution options in line with the company’s target demographic.
3. Express Writers – Yes, at Express Writers, we’re a great success story of content marketing. Our Content Shop receives about 700 visits a day, and we supply content writing, planning, and strategizing services for clients like Bank of America, PayPal, Shopify, GAP, just to name a few. On average, we’re writing close to 500 pages a week; our team of 60+ includes trained copywriters, marketing writers, PR writers, content strategists, social media managers, copyeditors, and our content managers and client account managers. Think you need great content? We can provide! Talk to one of our Content Specialists.

Exponential Growth

What these case studies of content production companies have in common is the demonstration that content is a juggernaut, unstoppable and uncontainable. As companies around the world switch over to digital content, it only promotes the growth of the industry many times over. It’s a self-fueling process as fresh content is what forces companies to update their content in order to stay relevant in the eyes of the search engines and the users they cater to.

The Battle Between Content Marketing and Old Media Style

Once upon a time, not so long ago, marketing was focused on fitting ads into media in order to encourage users to click.
While there is no shortage of these sites on the Internet, the truth of the matter is that they are slowly being phased out in favor of the new kid on the block, content marketing.
Old media depends upon a different type of revenue stream and their metrics for success vary vastly from content publishers. Some of the bigger content publishers around can do a number on the heads of old media.
The crux of the matter here is that content production and marketing leverages something that slips through traditional marketing media’s fingertips – that of human loyalty.
Content marketing is based on the idea that good content will attract and keep an audience because that audience starts trusting the brand and makes decisions based on that brand’s suggestions.
Old media never considered the idea of owning customer loyalty, rather “borrowing” it through an extended media campaign, meaning they would have to reinvent the wheel every time they had a new product to get the word out on.
The onus, therefore, in this case is on the publishers that promote this content rather than the brands themselves to monitor branded messages and keep the positive message going.
There have been situations where marketers have been less-than-stellar with their management of brands and possible negative fallout. The Atlantic is a good example of this poor brand management and a good example for companies where the faults of content marketing can lie.

The Future Looks Bright

Content marketing, and the bottom line of copywriting, has come to mean a lot to businesses.
It gives smaller businesses the ability to compete (and in some cases surpass) much larger brands by giving them an equal platform where their content is judged on its relevancy, not how much money has gone into its production.
Visual content has managed to boost the visibility of many sites, with The B2B marketing Mentor stating that images and photos make up the most effective way of optimizing social media posts to raise levels of interaction. This only underlines the fact that content marketing is a great way to raise levels of engagement with an audience and grow a company’s capital in the new currency of the Internet, user loyalty.
Over time the demand for content that is relevant and important to different demographics will rise.
More and more brands are noticing how well content marketing is helping their business grow.
Economic giants such as Burger King and Coke have already dipped their toes into the water of the content marketing ocean and have found great returns on their investment.
Although it may take some time before such massive brands come to embrace content marketing as a viable method of their marketing strategy, they will continually add content that keeps them in the game although not at the top of it.
Content marketing is the true leveler, a meritocracy where your content determines how well you do as a company.
Check out our Content Shop and start shopping for your online content today!