Basics of Content Marketing

Firstly, what exactly is content marketing? According to the Content Marketing Institute, an online resource that provides information on all things related to content marketing, defines the strategy respectively:

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action”

While there are as many content marketing mediums as there are types of content, a few examples include: infographics, videos, webpages, blogs, books, podcasts, etc.

Importance of Content Marketing

Now that you have a general sense of what content marketing is, the next step is to see how this technique can be valuable to your business. Forbes articulates each phase of the buying cycle accordingly:

  • Awareness: Prior to awareness a customer may have a need, but they are not aware there is a solution.
  • Research: Once a customer is aware there is a solution, they will perform research to educate themselves. For example, a car buyer will try to find out what different types of cars exist, and which one will fit their needs.
  • Consideration: At this point the customer starts comparing different products from different vendors to make sure they’re getting a high quality product at a fair price.
  • Buy: Finally, the customer makes their decision and moves forward with the transaction

Traditionally, advertising and marketing impact the consideration and buy phase of the cycle. With content marketing, your business can tap into the awareness and research stages of the buying process by making consumers aware and educated of solutions and possible products they may have never considered before. Importantly, this can positively influence your conversions and benefit your brand’s reputation and customer relations by building trust through the content you publish.
Content marketing can also improve your business’s SEO efforts since posting consistently improves the visibility of your business online. While more pages do not necessarily result in an increase in traffic, it does give your business the opportunity to rank for more keywords that your target users are searching for on the search engines.


Overall, content marketing can provide a lot of benefits to businesses of all sizes. Not only does it help you increase visibility, but it can also help you build and maintain strong relationships with current and potential consumers. If you really want to see how content marketing can impact your specific business, be sure to check out 3 Steps to Get Started: Content Marketing.

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