What is Content Marketing and Why Should You Be Using It?

For over a decade now, the adage ‘Content is King’ has been ubiquitous in the world of marketing and business development.  Whilst content marketing has evolved over the years, content, in a wide multitude of forms, continues to demonstrate its value as a core pillar of successful marketing strategies both online and offline.

But what is content marketing?

Content marketing centres on the creation and distribution of high-quality, relevant and consistent content.  This engaging content is used strategically, online and offline, to attract and retain an audience, often focusing on potential and existing customers.  In contrast to some other forms of marketing and advertising, content marketing avoids overtly or solely broadcasting sales messages and, instead, uses content to build relationships and trust by offering an audience information, education and/or entertainment.

Content marketing can include:

  • Blog posts
  • Social media posts
  • Podcasts
  • Videos
  • E-books
  • Infographics
  • Feature articles
  • Emails
  • Case studies

Why use content marketing?

Content marketing offers a wide range of potential benefits, from increasing brand awareness to driving more traffic to your website, generating leads and securing more sales.  Fundamentally, content marketing has proven so valuable to businesses across a wide variety of sectors because of its ability to raise the profile of a company and establish their credibility and expertise within an industry.  What’s more, it can also help to improve the search rankings of your website, increase your social media following and build trust in your brand.

Whether you’ve never considered content marketing before or your business has a content marketing strategy but you’re looking to boost its impact, results-driven content marketing, which is focused on achieving your business goals, can deliver a myriad of benefits.

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