HubSpot's 2012 Inbound Marketing report found that businesses using content marketing consider it among their most valuable campaigns.

Eighty-one percent of companies studied as part of HubSpot’s 2012 State of Inbound Marketing report said content marketing is a success and provides a competitive boost for their organizations.

Twenty-five percent of responding companies said their blog content marketing is “critical” to their inbound marketing efforts. Meanwhile, 34 percent named it as an “important” element of their campaign, and 22 percent said it is “useful.”

While social media marketing and other inbound channels were cited as core components of a marketing mix, HubSpot found that respondents were most impressed with lead and conversions generated by their website content. As Brafton previously reported, the study shows that more frequent content updates correlate with higher conversion rates.

Content marketing campaigns offer myriad benefits for businesses. Aside from the SEO value of a website with frequently updated quality articles, the presence of the articles often encourages repeat visits. Paired with well-integrated calls to action, content also leads site visitors down a conversion funnel.

Brafton recently reported that research from DemandGen found that 90 percent of B2B purchase decisions include some form of exposure to a business’ custom marketing content.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.