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Content Marketing

Content Marketing

One would think that content marketing has been around for the last couple of decades, well, it has not. It is estimated that content marketing has been around for more than 300 years. According to the Content Marketing Institute Timeline1, in 1732, Benjamin Franklin published the first version of his yearly publication “Poor Richard’s Almanack”, to promote his printing business, and although the strategies and techniques have changed in the last hundred years, we cannot underestimate the power of having a content marketing strategy. 

Besides researching their purchases online, buyers are also tired of traditional marketing strategies, such as paid ads, billboards, and cold calls. Marketers had to come up with new strategies for the long term if they want to raise awareness and engage with their audience. One of these strategies is content marketing. But, what is content marketing? And why should a content marketing strategy be implemented in any business and brand? 

What is Content Marketing? 

Content marketing is a marketing strategy focused on creating and distributing valuable content to attract, acquire, and engage a clearly defined audience – with the ultimate goal of building a strong relationship with an audience by giving them relevant and high-quality content.  In other words, content marketing is the process of creating, distributing and promoting your business’s content to attract and retain your target audience. 

So, instead of trying to sell your product or services, you are giving relevant information to your buyer, who will then reward us with their loyalty and trust as a brand or business. Content marketing is a long-term strategy that can take many forms, including photos, videos, podcasts, blogs, newsletters, articles and much more. As buyers are flooded with messages of all types and from all directions, they want to feel like you understand them, by giving them relevant content that will get their attention to where we want. 

Why Content Marketing? 

In 2021, 82%2 of marketers said they are actively using content marketing to bring leads and close sales. With a strong and relevant content marketing strategy, marketers have realised that it is a strategy that’s proven to work. Some benefits are: 

  • Engagement: content marketing is a great way to get your brand in front of your target audience and interact with them.  
  • Value: content marketing is a great way to build your brand's reputation in the eyes of the public, which makes it easier for people who are interested in what you do to find you. It will also educate your target audience about your product or service. 
  • Builds trust and loyalty: content marketing is also an effective way for brands or publishers to establish authority within their industry or niche, which can help them gain credibility when dealing with prospects and customers at later stages of the buyer’s journey. 
  • Versatility: with all the available tools and mediums, there are now many options of content to target a customer or audience.  

How does content marketing work? 

In the buyer’s journey3, the buyer goes through the stages of awareness, consideration and commitment. Content marketing works differently at each stage of the buyer’s journey. 

  • Awareness: During this stage, the buyer does not know about your product or service, so you have to create content that provides that information and creates a connection to your brand that is relevant. In this stage, social media posts, blogs and videos work well. 
  • Consideration: During this stage, the buyer is aware of your product or service, and is considering choosing you, making this a critical stage. In this stage, articles, guides and emails work well. 
  • Commitment: During this stage, the buyer has committed to your product or service. So, you need to assure them that they made the right decision. In this stage, newsletters, social media posts, guides and reports work well. 

Misconceptions about Content Marketing 

Let’s clarify some common misconceptions:

  • Content marketing is not just blogging. It can involve a wide range of formats, including video and infographics. 
  • Content marketing is not just SEO (search engine optimisation). While SEO affects how easily people find your content online, it’s only one part of the larger picture.
  • Content marketing is not just social media. You can use social media to promote and distribute your content, but there are many other ways to reach your target audience.
  • Content marketing isn’t a one-time event or project either. 

Content Marketing is all about Good Storytelling

Content marketing is a great way to get your brand in front of your target audience. But if you want to succeed, it's important to understand the audience you're trying to reach and what they want. Your strategy should be to consistently publish the most valuable content for your target audience. 

Think about what kind of content your audience wants and needs, and then deliver it consistently. This means you have to listen to your audience by doing research and asking questions. In the end, humans have been telling stories for as long as they could speak, and a good story has always grabbed our attention. Content marketing is all about good storytelling. 

Sources

Pulizzi, Joe, and Joseph Kalinowski. “The History of Content Marketing [Updated Infographic].” Content Marketing Institute, 1 July 2016, https://contentmarketinginstitute.com/2016/07/history-content-marketing/. Accessed 13 July 2022.

Hubspot. “Not Another State of Marketing Report Not Another State of Marketing Report, https://www.hubspot.com/hubfs/State-of-Marketing%20(2).pdf.” Accessed July 13, 2022.

“What Is Content Marketing?” Coursera, 31 May 2022, https://www.coursera.org/articles/content-marketing. Accessed 13 July 2022.