What Is Content Marketing?

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Your marketing strategy should be centered on helpful content.

As a forward-thinking marketer, you know that traditional marketing is losing effectiveness by the minute and that there must be a better solution.

Enter content marketing.

content marketing

The goal of content marketing is to create and distribute valuable, timely, and consistent material to draw in and keep the attention of a target audience and, ultimately, to encourage profitable consumer action.

You are helping your prospects and customers solve their problems by giving them genuinely relevant and valuable content rather than promoting your goods or services.

Content marketing is used by leading brands

According to our yearly study, content marketing is used by the vast majority of marketers. In reality, it is employed by a large number of well-known companies around the globe, such as P&G, Microsoft, Cisco Systems, and John Deere. Additionally, it is created and implemented by sole proprietorships and small businesses all over the world. Why? Since it is effective.

Content marketing is good for your bottom line — and your customers

Specifically, there are four key reasons – and benefits – for enterprises to use content marketing:

  • Increased sales
  • Cost savings
  • Better customers who have more loyalty
  • Content as a profit center

Content is the present – and future – of marketing

Go back and read the content marketing definition one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day.

Marketing is impossible without great content

Whatever marketing strategies you employ, content marketing should be an integral component of your workflow rather than a stand-alone strategy. Quality content is a component of all marketing strategies:

  • Social media marketing: Content marketing strategy comes before your social media strategy.
  • SEO: Search engines reward businesses that publish quality, consistent content.
  • PR: Successful PR strategies should address issues readers care about, not their business.
  • PPC: For PPC to work, you need great content behind it.
  • Inbound marketing: Content is key to driving inbound traffic and leads.
  • Content strategy: Content strategy is part of most content marketing strategies.

What if your target audience anticipated hearing from you? What if they spent 15, 30, or 45 minutes with it after receiving it via print, email, or website? What if they knew about it beforehand and told their friends?

If you are intrigued and ready to learn more, we can help. Here are a few popular ways to dig in:

  • New to content marketing? Check out our getting started guide, where you’ll learn the definition of content marketing, as well as basic steps for putting a content marketing plan in place.
  • Need a content strategy? Read the CMI Content Marketing Framework, which outlines the essential building blocks for a successful content marketing program.
  • Looking for some content marketing examples? Download this e-book: 40 Content Marketing Examples.
  • Are you in marketing leadership? Subscribe to our free magazine, Chief Content Officer, to stay on top of the latest industry trends.
  • Need advice specific to your organization? Contact our consulting group, led by strategist Robert Rose, to find out how they can help you meet your content marketing challenges.

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