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Digital Marketing 101 - What is Content Marketing?

In 2022, quality content is still king.

As consumers become increasingly savvy and immune to traditional advertising and marketing techniques, more and more businesses are turning to content marketing to drive sales – but what is it?

In this post, we take a look at content marketing in detail, examining what it is, what it entails, and why your business should be investing in it.


Content Marketing Definition

A simple Google Dictionary search brings up the following definition:

“a type of marketing that involves the creation and sharing of online material (such as videos, blogs and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products and services”.

The Content Marketing Institute describes it as:

“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.”

We reckon that between these two definitions, they’ve got it well covered! However, whilst the term content marketing has only entered the marketing lexicon over the past decade or so, the concept is nothing new.

The creation and sharing of relevant, high-quality content is the cornerstone of great marketing, and people have been using it to sell products and services for hundreds of years!


How Content Marketing Works

Content marketing works a little differently from other forms of marketing. Rather than directly pitching products and services, you provide relevant, useful and interesting content to your existing and potential customers to engage with them.

In practice, content marketing is a bit of an umbrella term. Depending on the audience, the nature of the product/service and the goals of the campaign, content marketing might include the creation of a huge range of different materials, including:

  • Blogs

  • Magazines

  • In-person events and experiences

  • Apps

  • Games

  • Videos

  • Quizzes

  • Infographics

  • Memes

  • Photographs

  • E-books

  • Newsletters

  • E-learning resources

  • Microsites

Once created, these are then distributed and shared online and sometimes in traditional media, either via newsletters, PR campaigns, or social media.

It doesn’t matter what kind of marketing campaign you’re planning, or what platforms you’re using – content marketing is an essential part of the process. Whether it’s a meme, blog or video shared on social media or a live event used as the hook for a PR campaign, quality content is an essential part of every great marketing campaign.


Why Content Marketing is Important

When done right, great content, properly targeted and shared in the right places can deliver a number of benefits to your business, in terms of increased sales, marketing cost savings and ultimately, better profitability.

More specifically, it can help with:

Attracting potential customers

People Google for answers and information every day (perhaps you were searching ‘what is content marketing’ when you found this blog). By providing answers to relevant questions and information via blogs and e-newsletters – you’re adding value. You’ll rank higher in the rankings for terms you want to be found for, by the right people.

Building an engaged audience

Produce content that people want to engage with, and your job as a marketer is made so much easier. Whether it’s newsletter subscribers, website visitors, social media followers or paying customers, great content will help you raise your profile and build a captive audience.

Selling more to existing customers

Add value and give something back to the audience, and you’ll generate great cross-selling and upselling opportunities. It’s even possible that the content you produce could become an income stream in itself – like a paid e-book, seminar or magazine.

Improving reputation and building a brand

The right content is a great way to build your reputation and showcase the personality of your brand. Whether you want to appear as a subject matter expert, or just want to show you understand your target customers, the right content can help you make it happen.


Effective Content Marketing Campaigns from Eyeweb

Are your customers raving about the content you’re creating?

Want to create effective marketing materials that your customers actually want to receive?

Providing full service, from strategy and concept creation, right through to project delivery and reporting, we will help you to engage with your target audience with creative, relevant content that delivers measurable results for your business.

For additional information about any aspect of content marketing and how we can help you drive more business through using a digital marketing agency, book a free, no-obligation consultation with our team today by calling 01482 628830, or by emailing hello@eyeweb.co.uk today.