Originally published May 19, 2022 , updated on July 30, 2024

Good content generates real results for businesses when delivered and distributed effectively. This article takes a closer look at why the best content writing services can make a significant impact on your company. 

According to the most recent HubSpot State of Inbound report, creating high-quality blog and thought-leadership content is a priority for 80% of marketers. For most small and medium businesses (SMBs), content accounts for 62% of marketing budgets. 

Today’s customers, including most potential sales leads, trust content more than advertising. 

Before diving into the specific business benefits of content marketing, here are the latest statistics: 

• Organic SEO content marketing is 41% more cost-effective than online advertising such as social media and Pay Per Click (PPC) advertising (according to, Kapost/Eloqua)
• 73% of B2B buyers report reading between three to seven pieces of content before going ahead with a purchase (Demand Gen Report 2019 Content Preferences Survey Report)
• 56% of marketers say content writing is effective, whereas the top 10% say content is the most effective marketing tactic (HubSpot Blog Research, 2021)
• 70% of marketers say content is essential for educating customers at the top of the sales funnel. Also, 60% say it builds loyalty with existing customers (middle and bottom of the funnel) (Content Marketing Institute)
• Content marketing is 62% more cost-effective than traditional marketing (DemandMetric)
• On a per-dollar basis, content generates 3X more sales leads than other marketing efforts (according to, Kapost/Oracle Eloqua)
• 95% of B2B buyers say they view content, and companies that actively market themselves using content, as trustworthy (DemandGenReport). 

Now let’s dive into the specific business benefits of content marketing: 

#1: Increases Web Traffic at the Top of the Funnel 

Sales and marketing are the twin core pillars of business growth. When the system is functioning well, marketing should generate warm, qualified sales leads (known as Marketing and Sales Qualified Leads) for the sales team. 

Content marketing is one of the most effective ways to achieve this. When articles and blogs are optimised for search engine results (known as organic SEO), and content is used to rank a website higher in search engines, traffic is driven at the top of the funnel. 

Providing the right web visitors are coming in (e.g, potential sales leads), a higher volume of traffic should generate results at the bottom of the sales funnel. 

#2: Content Writing Services Raise Brand Awareness 

If sales leads don’t know your company exists, they can’t become customers. Brand awareness is crucial for every business. Content is an effective way to make people aware of your brand.

For example, you can publish thought-leadership or PR-based articles in media outlets and influential industry blogs. Publishing articles on your company website and generating more traffic from this via social media or Google is another powerful way to raise brand awareness. 

#3: Higher Website Rankings in Search Engine Results Pages (SERPS) 

What’s the most valuable piece of digital real estate in the world? In many respects, the answer is page #1 of Google. 

However, for any business that should be page 1 for specific keywords, phrases, and questions that potential customers ask when searching for a solution to a problem. Providing your product or service solves that problem, you need to rank as high as possible on SERPs. 

Organic, SEO-driven content marketing is how you achieve this. Publishing high-quality articles and blogs frequently and consistently are the most effective way to land on high-traffic SERPs and generate more inbound traffic and leads. 

#4: Drive Engagement Through the Middle and Bottom Funnel 

Once you’ve got a steady stream of web visitors, it’s important to keep potential sales leads engaged through the middle and bottom of the funnel. It’s at these stages that buyers are considering a purchase, but not all of them are ready yet. 

Use content marketing tools, such as informational and educational blogs, eBooks, whitepapers, and case studies to keep these prospects engaged. 

#5: Establish Authority Within Your Sector 

A professional content writing service will help you establish authority within your sector. Stand out as a resource and an established authority by partnering with a good content-writing agency who can help you produce valuable content. 

#6: Generate More Sales Leads 

An SEO-focused content writing agency can generate more sales leads for your business. An increase in traffic, thanks to using good SEO practices, should lead to higher conversion rates and more revenue for your business.

#7: Increase Conversion Rates with Content Writing

Content builds trust, and trust is essential for converting sales leads into customers. To increase conversion rates, use content marketing assets such as educational blogs, eBooks, whitepapers, and case studies. 

There are so many ways to use content marketing, and as you can see, there are numerous business benefits. Remember: if your competitors are using content to generate more web traffic and sales leads, this is a mission-critical marketing tactic that could cost you money. 

Using content marketing is a worthwhile and revenue-generating strategy that every business needs to implement in 2022. With help from a professional content writing service, such as Goodman Lantern, content could make a significant difference to your business now and in the future.

Key Takeaways: 7 Business Benefits of Content Writing Services

1. Increase web traffic at the top of the funnel 
2. Raise brand awareness 
3. Higher website rankings in SERPs 
4. Drive engagement through the middle and bottom funnel 
5. Establish authority within your sector 
6. Generate more sales leads 
7. Increase conversion rates

Get the content-marketing support you need from Goodman Lantern. From blogs to thought-leadership articles, our work generates high-impact results for our customers.  Get started today. 

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