What is content marketing?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Instead of trying to offer your products or services, content marketing involves providing relevant and truly valuable content and then sending warm leads to your offer from that content. The big difference between content marketing and just regular content is the value the content contains. Actually giving the user something useful to them as oppose to just adding irrelevant content is the reason content marketing can be so powerful.

Giving the reader value can be any or all of the following.

  • Making the user laugh or experience some form of emotion
  • Giving the user a solution to a problem
  • Inspiring the user

After the initial cost of creating the content, it is totally free traffic to your website forever.

Imagine if a customers valued your content so much they couldn’t wait for your next email or social post. The chances of them sharing it are very high. You need to spend time on quality content. Think carefully about content subjects and make sure it is well done to a high standard.

Examples of businesses using content marketing would be online magazines and newspapers. However, these days, more and more Ecommerce sites are using it as a marketing channel by creating (among other things) ‘how to’ videos or blog posts, ranking the content highly and then pointing that traffic to their product or service.