Content marketing is more than just a buzzword in today’s marketplace and is only continuing to grow. With this growth has come criticism, skepticism, praise, and endorsement for this marketing technique. We wanted to help break down what content marketing is and the philosophy behind it.

What is content marketing and why has it become so important to businesses?

By definition, content marketing is the creation of valuable and relevant content aimed at a specific and defined target audience, with the intention of creating a positive customer action (Content Marketing Institute). In the sense that traditional advertising “rents” media, for example, a flash banner ad on a website, content marketing is the act of developing and owning media. Content comes in many forms, whether it is blog posts, webcasts, microsites, social media, events, newsletters, videos, photos, and apps!

Another issue facing marketers and advertisers today is the decline in the effectiveness and visibility of traditional advertising. Netflix and other streaming services are commercial free, while satellite radio, Apple Music, and Spotify have virtually no advertisements. Content marketing is intended to be non-interruptive and subtle by providing relevant and beneficial information to consumers.

Why is content marketing growing so rapidly?

Content marketing creates an incredible amount of value in many parts of your marketing, sales, and customer service efforts including:

1) Consumer loyalty and trust

When you develop content that your customers find valuable, it enhances their trust in your brand. Regular distribution of content also gives consumers a reason to invest their time in your brand and continually check-in for new content. Informative content helps to establish brands as thought leaders in their industry. Consumers gravitate towards brands that they can trust as they work their way through the purchase cycle; this is the essence of brand authority. Content must be value-adding; consumers will only visit your social profiles and website if there is something worthwhile for them to consume.

2) Increased customer knowledge

Sharing content and engaging with current and prospective customers is an excellent way to learn more about their behaviours. You find out more about their needs, challenges, motivators, and opinions. You will also learn more about their demographic information. This knowledge will allow you to better develop and target your content marketing efforts. Content that can inspire engagement and conversation is important to help to build trust with your consumers and your increase your brand authority.

3) Improving your Search Engine Optimization

The more valuable and relevant content your brand produces and the more pages you have on your website, the easier for search engines like Google to find your website and index your pages. This will help your website to have a higher search ranking. Poor quality content will not achieve this result. When consumers share your content (through social media and posting links back to your website), you also develop more authority with search engines, again improving your search ranking. 

Content Marketing isn’t going away, it’s only going to continue to grow and continue to hold a place in modern marketing. Hopefully, this has provided some insight into what content marketing is and why it’s so important.