Content marketing can help small businesses establish trust.

Email marketing software provider Delivra found that an effective content marketing strategy helped it increase inbound leads and sales. By defining its target audience and generating original, branded content, the company has seen nearly 100 percent revenue growth.

Carissa Newton, director of marketing for Delivra, told Marketing Sherpa that the company used to buy sales leads from third parties. She wanted to develop more qualified leads and increase brand awareness, and her first step was to ramp up the content on the company website to better define products and services.

Then, Newton planned a content publication strategy to attract traffic from people researching topics related to the company's email marketing software. Blog marketing is a core part of this process, and Delivra regularly publishes content to its blog, which serves as an email marketing resource.

“We want to create a conversation with that audience to the point where they become interested,” she says.

Delivra also launched social media campaigns. It continues to fuel these channels with content that is consistent with the language in its blog and website. Any time a blog is posted, Delivra shares this content to Facebook, Twitter and LinkedIn.

The results have been satisfactory for Newton, with content driving quality inbound links, lead generation and sales. In fact, Delivra's blog started gaining industry mentions, which translated into links (and SEO), as well as authority. “That [credibility] has really helped us in leaps and bounds with larger-scale clients,” Newton says.

Plus, Delivra has seen a 20 percent increase in website traffic, a 70 percent increase in inbound leads and up to 40 percent revenue increases each quarter since implementing its content approach.

Internet marketers should take Delivra's success as an example of the value of an integrated content marketing strategy. Notably, a study shows the majority of small businesses struggle to create original content (73.6 percent) and/or find the time to do so (73 percent), which may encourage marketers to turn to content marketing professionals.