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As a content marketing agency, we are always telling people what a vital role content plays in driving all elements of your digital marketing, be it social media, email marketing, SEO etc.
The good thing is that most people get this now. We seem to have moved past the educational phase with more and more companies publishing fresh content on their websites on a regular basis.
What we wanted to demonstrate, however, was the significant impact that an increase in content output (that is still high quality and original) can have on some of the key digital marketing metrics, such as website traffic, search engine rankings and social media reach.
Firstly, let's take a look at impressions. This is the number of times that your website shows up in search results. The chart below show the impact on impressions following an increase in blogging output from three to six posts per week.
For this particular company, this translated as:
- 127% increase in impressions.
- 93% increase in click-throughs.
- 12% improvement in average rankings position.
This next chart shows the organic search engine rankings of a company, alongside their four biggest competitors, following an increase in content production from 12 news articles per month to one infographic, one 'evergreen' article, 12 news articles and two blogs per month.
Check out the immediate impact that it has on their organic search rankings!
Social media metrics
The chart below shows the impact that an increase in content creation had on incoming social media messages, number of new followers, social media reach and social media referral traffic.
The company increased the number of industry news articles they were publishing from 15 per month to 30 per month and also introduced infographics (one per month) and evergreen articles (two per month) into their content mix.
The final chart below shows the impact on website visits following an increase in content output from one to two blogs per day.
The data speaks for itself really. Creating more content will improve a whole host of digital marketing metrics.
Remember that it must be high quality and original content though that people are inspired to share - definitely don't go throwing a load of low quality content at your website thinking that it will do the trick. It won't.