III. Convert

[image=Kissmetrics CPA = $3 per trial sign up vs. Google Ads = $20 per click ] Conversion is the goal, but it’s not to be rushed. Once you’ve brought a new person into your ToFu, they’ll likely have multiple touch points with your content before they even think about converting. The good news is that repeat visitors convert at a much higher rate than first-time visitors, which means that over time, your content marketing engine will start producing conversions on a consistent basis. Carried out strategically, content marketing is like retention before people even step inside of your product. It allows you to build an audience that keeps coming back to you for more—and this is before they actually use your product. At Kissmetrics, we were able to reach a cost per acquisition through content of around $3 per trial sign-up, compared to the several hundreds of dollars it would have cost on Google Adwords. Even when our overall traffic dipped, we were able to continue growing by relentlessly increasing our conversion rate. Over a year, we saw a 1,145% increase in trial signups.