What Is Content Marketing?

Content marketing as a technique has been around for decades in various forms and going under a variety of terms but it has been gaining traction in the world of digital marketing of late.

Content marketing has been described as “the technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action”
What this means is that the aim of content marketing is to attract your target audience through the creation of interesting and engaging resources. Tapping into what people are actually looking for, then providing solutions is a great way to engage your target audience and demonstrate credibility in your particular area. This in turn gives you a greater platform from which to show off how great you are.
The part where a content marketing strategy can fall down or fail to deliver is what to do once you’ve researched and created your wonderful piece of content and it’s live. Irrespective of the quality, relevance and usefulness of any piece of content, if no-one knows it exists, it cannot be truly effective. This is when outreach is an essential part of any content marketing campaign, if it is to succeed.
Indentifying relevant, influential and engaged parties in or related to your niche and letting them know about your content is the best way to get the word out. There’s also the added benefit that through social shares, links and an increased level of engagement from visitors to your site, a content marketing strategy can have real impact on your organic rankings.
Have a look at our content marketing process to find out how we could help you.
Sources: Content Marketing Institute
Image Source: Wordle

Written by Alex Wright

Head of Search