Content Marketing Institute defines the concept of content marketing as being the “marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action”.

Content marketing goes hand-in-hand with SEO and link-building efforts. Yet, the key term that you should always remember here is “valuable”. The value that these types of content bring is what essentially differentiates content marketing from any other form of advertising or marketing.

Therefore, it can be said that content marketing is all about creating content that brings value to people, those that people will actually want to consume and engage with rather than avoid. 

The ultimate goal of content marketing is to provide as much value to your business’s audiences as possible. However, it’s equally also about providing value to as many of these audiences as possible since increasing the brand reach is one of the main objectives of content marketing. 

Types of Content Marketing:

There are so many types of content that can be used as a part of your company’s content marketing efforts, and this includes (but are not limited to):

  • Infographics
  • Webpages
  • Podcasts
  • Videos
  • Books (or ebooks)
  • Apps
  • Public speaking or presentations
  • Blogs

Why content marketing matters

Before we begin to explain the importance of content marketing for any business, we must first lay out the four key stages of the customer buying cycle.

1. Awareness – Prior to this, customers have a need that needs to be solved

2. Research – Customers are now aware that there is a solution to their needs so they begin to do their research on all the different choices

3. Consideration – Customers compare all the different products there are out there so that they could end up getting the best quality product for the best price

4. Buy – Customers make their final decision and buy the product

Content marketing matters because it technically taps into the very first two steps of the customer buying cycle. By spreading content about the brand, it helps increase awareness and educate target consumers about products they have never heard of or considered before.

Hence, content marketing can be used for company growth. It can increase traffic to a business website and overall recognition of the brand within the market, and at the end of the day, customers won’t buy from a brand that they don’t even know exists. 

Valuable content helps brands build their customer’s trust, and this can lead to them being convinced that they want to buy from a particular brand. What’s even better about content marketing is that if it is executed right, it won’t require a lot of investment either.

For example, you can always write blog articles and post them on either your own or various websites. In fact, blogging is one of the best ways to start with content marketing, and you’ll most likely find that you won’t even have to spend money on it. 

What counts as great content?

As obvious as it sounds, when it comes to content marketing, you should always aim to produce great content only. But what exactly counts as great content?

Well, first of all, great content are those that are helpful, interesting, and engaging. Audiences should not be made to feel like they are being forced to go through it. The content is considered to be ‘good’ if your target audiences genuinely want to engage with it. However, it becomes ‘great’ if your audiences would even pay to access it.

Have another view, an anecdote that you would like to share, or just a question for the author? Feel free to comment below!

in General Marketing Definitions
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