what is content marketing

What Is Content Marketing & Why Is It Important?

It’s likely you’ve heard the phrase ‘content is king.’ It’s something digital marketing agencies like to say a lot. Why? Because without content there is no marketing. And every successful online marketing campaign relies on valuable, relevant content to influence consumer behaviour. In this post, we’ll break down the concept of content marketing and provide some great examples of content marketing across different industries.

Content Defined

To define content marketing, we first have to define content. When most people think of content, they think of blogs or carefully crafted website copy stuffed full of keywords.

While not incorrect, content is more than these examples. Content is about information. Content is about telling a story.

We like the definition given by Ian Lurie, CEO of one of Seattle’s leading Digital Marketing Agencies, Portent: content is anything that communicates a message. Anything.

Millions of pieces are content are produced every day. If you think about all the ways information and knowledge are shared – podcasts, landing pages, videos, apps, infographics, social media, emails and quizzes to name a few – it seems logical that there must be as many types of content marketing as there are types of content.

Content Marketing Examples

If content is about information, then content marketing is about delivering that information to customers in a way that creates brand awareness and convinces them to take a measurable action. This could be in the form of making a purchase, subscribing to a newsletter or taking a survey.

Content marketing is not an aggressive sales pitch, it’s about changing behaviour by creating and sharing valuable, relevant and insightful content to a specific audience. Consider these content marketing examples:

And this video from Hootsuite which is widely regarded as one of the best pieces of content marketing ever produced.

Benefits Of Content Marketing

Traditional advertising methods and marketing are still important to your business. However, content marketing is an affordable and relatively simple way of helping your business grow by raising awareness of what you do and what you offer. Successful content marketing builds trusts, it answers questions and it engages. And when people like what you do, they’ll share it with their friends. And once you have that brand awareness, you have people who trust you and are far more likely to buy from you.

If you’re too busy to produce your own content, talk to Webics. We offer a whole range of digital marketing services, including crafting content for your website, blog writing, visual content creation, photography, social media packages and email marketing.


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