How Content Marketing REALLY Works: New Webinar with Moz & WordStream

April 9, 2018

Content marketing is all the rage and we know it can be incredibly effective. However, many marketers still struggle to maximize their content marketing ROI. So what’s the problem? You can’t measure the ROI of any marketing channel if you have no idea how it works.


How do the best content marketers drive so many eyeballs? How can some businesses afford to keep turning out such awesome stuff? And at what point in the process do casual readers turn into hot leads?

There's no black magic (or ancient alien mind tricks) involved. Once you understand how content marketing really works, you can turn your blog and other content marketing efforts into a full-funnel, lead-generating machine.

“I Have No Idea What I’m Doing”

Recent research from Content Marketing Institute shows that just 39% of technology marketers say they are effective at content marketing, while only 46% have a documented content strategy for the web. It's not that they aren't participating; the average content marketer is employing 15 different tactics and promoting their content across six different social media platforms.

Clearly, the effort is there, yet the confidence in their content marketing abilities is lacking.

Webinar: How Content Marketing Really Works

Rank Fishkin of Moz and I want to help you close the gap.

Next week, on November 19, Rand and I are tackling this problem in a free webinar: a comprehensive deep dive into how content marketing really works. We believe fully in the power of content marketing – it's helped both of us build huge audiences for our brands. More importantly, we've been able to convert many of those readers into closed leads to build our businesses.

See, even the best content doesn't automatically or directly convert to leads. A lot of marketers are putting out really awesome, high-quality stuff, but they haven't been able to crack the code for translating that into business results.


If you're not converting, your killer content is really little more than a public service; you're giving away the farm for free and missing out on the huge potential content marketing holds.

Rand and I are going to teach webinar participants how to not only fill the funnel using content marketing, but how to go that all-important and super-critical extra mile by converting those visitors to leads and sales.

It's crazy, but 58% of marketers plan to increase their content marketing spend in the next 12 months. And most don't even think they're very effective at it!

Why are people throwing money at content marketing when they don't really understand how it works?  I don't know. Even this guy thinks you're nuts.


It's time to get smart about your content strategy and connect all the dots. We talk a lot about creating awesome content and in this webinar, Rand and I are going to take you to the next level. We're going to show you how to use paid and unpaid promotion to bring visitors back to your site, so you can maximize every interaction and really start building loyalty.

We're going to show you how to create optimized conversion opportunities to close those qualified leads you're creating.

Content marketing isn't a guessing game – you know this. So stop floundering and commit to upping your game with a rock solid content marketing strategy and proven tactics for better content creation, promotion, and conversion.

Join us Wednesday, November 19 at 1 pm Eastern time and we'll show you how to go from content to closed lead in just 3 simple steps. But register now, space is limited and it's going to be a packed session!

What: How Content Marketing Really Works: From Top of Funnel to Closed Lead

Who: Me, Larry Kim, Founder of WordStream, and Rand Fishkin, Wizard of Moz

When: Wednesday November 19, at 1 pm ET, 5 pm UTC

Can’t attend? That’s OK! Register anyway and we’ll send you the slides and recording of the webinar after it runs.

See you next week!

Larry Kim

Larry Kim

Larry Kim is the founder of WordStream and CEO of MobileMonkey, a chatbot building platform.

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