Us geek writers have known for a considerable time that well-written content on your website trumps absolutely any sponsored advertising/PPC campaigns.

Why? Unique content:

• Drives organic traffic
• Inspires your customers and develops faith in your brand
• Endorses your eCommerce efforts with heightened levels of professionalism

and now we have proof that it

• costs less than PPC!

According to a report published by Travolution today:

Frommer’s conducted research among eight of its clients to reveal the content costs about 17p per visitor. This compares to the average cost-per-click in travel search of 33p according to US figures from Efficient Frontier released in the summer.

This is travel, d’accord. But having spent a decade in the travel industry I can tell you outright that travel is a good barometer of the wider marketplace. If anything, the cost of creating content per visitor received would actually be less for non-travel industries where specialist knowledge may not be required.

It’s interesting to see this sort of research carried out. While it’s not by any means empirical, it is statistically significant.

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