What is Content Marketing?

by | December 7, 2018 | Marketing

Introduction to Content Marketing

Content marketing focuses on information. It seeks to market brands or businesses through the sharing of entertaining, insightful, or educational information whose ultimate aim is to help the consumers improve their lives.

If you have always wondered, ‘what is content marketing?’, you are in luck since the following few paragraphs seek to do exactly that. Without further ado, here is a discussion about content marketing, what it is, types, benefits, and how to get the most out of it.

What is Content Marketing?

Content marketing refers to a strategic approach to marketing, focusing on the creation and distribution of relevant, valuable, and consistent content for the purpose of attracting and retaining a clearly-defined audience, and ultimately driving profitable customer action.

Types of Content Marketing

Now that you have at least a basic understanding of what is content marketing, it is now time to move on to the various types currently available. Content marketing is of several different types that you can use depending on the circumstances. Here are the most common types;


Blogs are some of the most common types of common marketing used by both small and large businesses. They are great when it comes to Search Engine Optimisation (SEO) and ultimately driving more organic traffic to your website from the search engines.

Blogging not only improves SEO but is also a great way to build relationships with existing customers and leads alike. The higher the value of the content provided on your blog, the higher the chances of your target audience considering your brand or business when making a purchase.

2. Videos

Today, you must capture the attention of your target audience and quickly engage them if you wish to stay competitive in the digital marketplace. Today’s customer views more video content than ever before. It is actually estimated that one-third of all online activity involves watching video content.

Video can be a powerful and effective content marketing strategy for businesses since it offers a very appealing return on investment. Video also helps increase the time spent on-site and the more time customers and leads spend on your site, the higher your chances of making a conversion.

3. Infographics

Infographics are a great way for businesses to educate their target audiences and provide useful information that adds value for both leads and existing customers. It allows viewers to better visualize data so that they can have a better idea of how something works or why it is valuable.

If you choose infographics to attract and engage your audience, you should consider which topics are most suitable for this format. Typically, any information that can benefit from a visual aid makes an excellent topic for your infographic.

4. Case Studies

Case studies are one of the most valuable types of content marketing. They are simply customer stories illustrating how your business helped a specific customer or client be successful, and are often used to highlight special uses or applications for their products and services.

Case studies are also loved by customers since they help them understand better how your brand can add value to their businesses or lives. While you can provide general uses or applications for your products or services, an actual example provides more value since it helps your business build trust with new leads.

5. eBooks

eBooks are one of the most effective types of long-form content that businesses use to offer value for their customers and leads. eBooks should not belong ads. Instead, they need to provide useful information and insight for your target audience about their challenges and needs.

eBooks are one of the best types of content marketing for the collection of lead information. The reason is that they are usually gated, which means that visitors are required to provide personal information of some sort in exchange for the eBook download.

6. White Papers

White papers are very similar to eBooks in various ways. It is a type of long-form content that can be effectively used as a lead magnet. The key difference between a white paper and an eBook is that it tends to be data-driven, information-dense, and detail-oriented.

One of the greatest benefits of white papers is that they are an effective tool for gathering information about new leads. The information shared by customers not only provides better insight into the target audience but provides a way for you to keep in touch with a lead long after downloading the content.

7. Checklists

Checklists are a worksheet of sorts that provide a list of things to be done systematically to achieve the desired outcome. They are great tools for businesses since they are easy to create and promote, but still provide significant value for the target audience.

Once you create a checklist on a particular topic, you can share it on your social media pages or even incorporate them into your blog posts. The more you repurpose and share your checklist content, the higher the value your business will get out of the investment.

8. Interviews

Interviews with your own customers or industry experts are yet another high-performing type of content marketing. Interview content provides valuable information for your website visitors that helps them understand their needs and challenges better.

The secret to leveraging interview content is ensuring that the material provides some type of value to the target audience. You should also find interview subjects that can offer useful information and insight on topics that matter the most to your customers and leads.

9. Social Media Posts

Social media platforms such as Twitter, Facebook, Instagram, etc. can help businesses reach new audiences as well as nurturing relationships with customers. The content of your social media posts will play a critical role in how your brand engages with existing customers and new leads.

Social media can be used to directly influence purchases, but it is important to remember that it is also an effective tool for lead nurturing. Social media posts are an effective way to start conversations with consumers and engaging the target audience.

10. Memes and GIFs

Memes and GIFs are the latest addition to the available types of content marketing. This type of content has grown exponentially in popularity and has solidified its importance in popular culture. It is also some of the most shareable types of content marketing currently available on the web.

Businesses can take advantage of these popular and familiar content formats by using memes and GIFs to draw attention or bring excitement to a topic. You can either create your own memes and GIFs or find relevant ones already floating around the Internet to capture the attention of your audience.

How to Make the Most of Your Content Marketing Strategy

If you want to be successful with your content marketing efforts, you need to implement your strategy the right way. Here are the best tips for implementing your content marketing strategy:

Have Clear Goals for the Content

You need to decide how you plan to use the content. Do you plan to increase awareness of your brand/business? Or generate leads? Or Increase customer trust and loyalty? Know what you wish to get from the content before getting started.

Consider the Audience

Content marketing aims to get your audience to consume the content you produce. If the content you offer doesn’t provide value, your target audience won’t look at it. Strive to understand the audience and incorporate that understanding in the content you offer.

Consider Your Expertise and Value

It is obviously important to stick to topics you are knowledgeable about in your line of work, but it is also important to consider what you would like your business to be known for as well as any specialties that you wish to promote.

Weigh the Costs and Benefits of Various Content Development Options

You might be comfortable handling some aspects of content marketing such as writing blog posts and taking photos. However, you should consider seeking outside help from a professional, affordable creative services agency for specialised tasks such as graphic and web design as well as coding.

Measure Frequently

Metrics are key to identifying trends, demonstrating return on investment, and seizing opportunities as with every facet of your business. Content is no different and you should determine what content forms or topics work best for you when developing new content.

Benefits of Content Marketing

It is important to look at why content marketing is important. The following are the benefits of content marketing:

Increasing Traffic: The more the content you have on your website, the higher your chances of increasing your online visibility. Quality content is a must and optimising it for SEO gives it the extra boost it needs.

Boosting Sales: Content marketing has a low acquisition cost. The reason is that if you already drive free traffic through social media or search engines, you can use retargeting ads, which cost much less than standard advertising to convert your audience.

Building Strong Customer Relationships: You should aim to offer value to your customers. Feature customers in your content to make them feel appreciated. Content can be an excellent way to connect with the customer more deeply, so create content for them.

Final Thoughts

If you have always asked yourself, ‘what is content marketing?’, you now have the answer to that question. Content marketing has proven itself to be a powerful tool for growing traffic and sales. If you plan to run your business for the long haul, you need a content marketing strategy to build your growth over time. The results of content marketing are definitely worth the wait.

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