Publishing an informative and insightful blog is an effective way for companies to engage both prospective and existing clients.

Publishing an informative and insightful blog is an effective way for companies to engage both prospective and existing clients. For example, Marina Echavarria, a public relations expert, was able to improve her agency's revenue by 15 percent through a content marketing campaign on her website.

The key to successful content marketing efforts, Echavarria told MarketingSherpa, is developing highly relevant content. A business' audience should be the No. 1 consideration when writing content. “I try to give content that is extremely valuable that they can actually use,” Echavarria explains.

Consistency is another important element of successful content marketing campaigns. While Echavarria is quick to note that she publishes fewer blog posts during busy months, she tries to write content frequently enough that readers are constantly finding new material on her blog. This gives them reasons to revisit her site and creates more opportunities for them to convert. (This practice also helps marketers attract search crawlers to their sites, making it good for SEO.)

For busy business owners, Echvarria also recommends repurposing published web articles into email marketing newsletters and social media content to maximize its use. By distributing content across multiple platforms, marketers can create consistent branding and reach audiences wherever they are online.

Additionally, marketers who struggle to find the time to write their own blogs and articles might consider outsourcing their content campaigns to credible writers. Finding the time to create original content is a leading content marketing challenge, according to a HiveFire survey.

Brafton has reported on the effectiveness of content marketing in the past. A recent report from the Custom Content Council indicates that many consumers (75 percent) prefer to receive information from brands in the form of content over traditional display advertisements. Additionally, more than 75 percent say they are fine with the fact that businesses are trying to sell something through their content when the information is valuable.