What is Content Marketing?

As discussed in our blog ‘What is Digital Marketing,, content marketing is one of the many branches of a complete marketing strategy.

What is Content Marketing?

Content marketing is also an umbrella term that encompasses many forms of—for lack of a less-repetitive word—content. According to the Content Marketing Institute, “content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.”

In other words, marketers are writing and creating things that they can share with customers and potential customers.

Why Does Content Marketing Matter?

Content Marketing aims to create resources that your audience will find useful or that other members of your audience will stumble upon in their searches of subjects related to your products or services. Members of your audience will begin to recognize you as a thought leader on the topics you write about and your area of expertise; you will also build a trust-filled relationship with your customers.

People are tired of being sold to and are so used to seeing ads everywhere they go. Traditional advertising is not as effective as it once was. Creating meaningful brand interactions and a strong reputation allows you to demonstrate your authority on the services or products you sell, while also creating a more meaningful impression. As Forbes writes, “it is unclear whether [the ability to go viral] increases or reinforces brand loyalty” because trust with a brand, as with any relationship, takes time to build; this is truly where content marketing comes into play.


Is it Worth My Time?

Studies have demonstrated that content marketing results in three times more leads per dollar spent than paid search. Not only are you spending less on ads, but you are also creating more opportunities for clients and similar audiences to find your website and get familiar with your brand.

What Kind of Content Counts?

Content can take many forms, and the format you choose to create is entirely dependent on the way that your audience prefers to consume information.
You can try

  • Blogs

  • Videos

  • Quizzes or Games

  • Courses and Slides

  • eBooks and Whitepapers

  • Podcasts

  • Visuals and Infographics


Where to Begin?

Once you delve into your buyer personas and discover where your audience spends their most time online, you will likely also learn what kind of content resonates best with these groups.

If your company creates products for new parents who are very busy, creating long infographics and eBooks may not get a lot of traffic. In contrast, quick videos or podcasts may be a great way to reach parents who (literally) have their hands full all day.

Uncovering your buyer personas will also help you identify the pain points that you can solve for your customers. For example, with the same company for new parents, topics may include proper swaddling techniques or baby-led weaning ideas. Additionally, the company may have guests posts or podcast interviews with child developmental experts or pediatricians.

If you are just getting started with content marketing, begin by outlining the topics related to your services. For Bit-Wizards, these topics would be Software Engineering, Managed IT Services, and Digital Marketing. From there, dive into the different sub-topics that can spur from those top-level things. You want to create a mix of higher-level or beginner content, and more in-depth content that will speak to customers who are more familiar with your subject.

Before you create a quiz, a blog, social media videos, and start a podcast… just wait. Focus on showing up consistently for your audience in one format. Invest your time wisely.


How Does Content Marketing Fit in my Strategy?

As with most aspects of digital marketing, content marketing creates many touchpoints that your customers will see or interact with as they go through the buyer journey. The content you create can be used across different platforms and can also help you build authority online. Potential customers can stumble upon your website from a Google search or look on your website to see if your company seem well-established.

Other content can be gated or require an email to access. This content introduces more people into your funnel, giving you more genuine leads to whom you can send emails or direct remarketing ads.

Is It Working Yet?

So, you have spent your time writing, editing, and publishing content online. And it seems like people see it—some are even leaving comments online. But, how do you know if it is working and bringing you new customers?

Determine which KPI (Key Performance Indicators) and metrics matter most to your business. You might choose to track leads, web traffic, or sales to determine success. Using a CMS like HubSpot can help you see how your audience interacts with your content and if that impacts their buying choices.

Content marketing is part of the digital marketing marathon. The investment in time will pay off in the long run, but as we said earlier, it is about building a strong relationship.

If you are interested in creating a content marketing strategy, contact our friendly digital marketing team to learn more about how content can improve your online presence.


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Jenna Lakoff, Lead Digital Marketing Specialist
Jenna E. Lakoff

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