What is content marketing?

Content marketing is not new but it is only in recent years that there has been a lot of talk and buzz about it. In October 2012 Econsultancy published its first Content Marketing Survey which revealed that over 90% of respondents (1,300 marketers working for brands, agencies, and publishers) believe that content marketing will become more important over the next 12 months.

Content marketing is still a term which is easily misunderstood so if you are not really clear what content marketing is and how it can help your business then read on..

What is content marketing?

Content marketing essentially means creating and sharing useful information (content) to your customers, potential customers and influencers. It is a way of communicating with your audiences without selling. This blog post is an example of content marketing!

Content can be supplied in many different formats such as blogs, white papers, e-books and videos so there is a platform for everyone.

Why is content marketing important?

Seven reasons why every business should have a content marketing strategy:

  1. Google recently updated its search algorithms to favour quality over quantity when it comes to content so a content marketing strategy is essential to achieve a good Google ranking
  2. Sharing your knowledge and expertise helps position you/your business as a trusted expert in your industry – a ‘thought leader’
  3. Customers are more likely to return to your website if it is always being refreshed with new and useful information
  4. If customers value the information they receive they are more likely to share it amongst their contacts and do your marketing for you!
  5. Content marketing drives your customers to you – they will actively seek you out rather than being switched off by invasive advertising messages
  6. Delivering consistent, ongoing valuable information to your customers helps build loyalty and repeat business
  7. Content marketing does not require a large budget so is within reach of any size of business

Before undertaking content marketing it is important, as with any form of marketing, to plan a strategy. This will clarify what you want to achieve, and how you are going to achieve it. We will address how to put together a content marketing strategy in another blog post.

In the meantime if you would like help preparing a content marketing strategy or support with putting together your content please contact us and we would delighted to assist.

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