What Is Content Marketing?

Effective content marketing has the power to draw in customers by providing them with precisely what they seek to engage with.
 

You may not always recognize branded content when you come across it in the form of podcasts, blogs, or print magazines, but that’s often a hallmark of successful content marketing.

When content is both valuable and pertinent, it can inspire consumers to engage with your brand enthusiastically and encourage them to spread the word. A prime example is Airbnb’s user-generated neighborhood guides, which are packed with excellent recommendations from locals.

In this article, we will explore the concept of content marketing and highlight strategies to enhance your brand’s presence.
 

What is content marketing?

Content marketing involves creating and sharing valuable, relevant content aimed at attracting and engaging your target audience. This approach often demonstrates expertise in a specific field while enhancing brand awareness. Consumers seek a connection with brands that resonate with their identity. By investing time and resources in producing purposeful content for both existing and potential customers, you can offer valuable insights that foster and strengthen relationships.

Content marketing can manifest in various forms, including blog posts, videos, podcasts, infographics, emails, newsletters, magazines, courses, webinars, social media posts, templates, quizzes, and much more.
 

Why is Content Marketing Important?

Content marketing offers numerous advantages and stands as one of the foundational forms of traditional marketing. For over a century, content marketing efforts from brands like Michelin have demonstrated lasting impact. Here’s why content marketing is essential:

• Fosters Genuine Engagement: Consumers who connect with a brand’s sponsored blog or newsletter are more inclined to form positive associations, leading to sustained support for the brand.

• Delivers Value: For instance, a productivity podcast from a content management software company enhances the brand's reputation, translating its value into customer loyalty and increased sales.

• Provides Versatility: Thanks to digital tools, there are countless ways to target potential customers. Whether through free knitting templates or blogs on UX design, brands have various avenues to explore in content marketing. A single brand can leverage different mediums to connect with diverse audiences.

According to research, 81 percent of marketers view content marketing as a fundamental business strategy. In 2022, 90 percent of marketers actively engaged in content marketing, while only 10 percent abstained, as noted in HubSpot’s State of Marketing report. Additionally, Semrush found that 89 percent of surveyed companies rely on organic search as their most effective distribution channel. This is crucial because if a potential customer discovers a brand through Google searches, the content they engage with must be high-quality and beneficial.
 

How Does Content Marketing Work?

To become acquainted with a brand, product, or service, customers typically progress through the stages of awareness, consideration, and commitment. Each of these stages requires specific types of content designed to attract and retain customers.
 

Awareness

At this initial stage, customers may not yet recognize your brand or what it offers. Providing content that highlights and potentially resolves their challenges, or evokes desire through identity connection, can effectively draw attention to your brand by being both useful and relevant.

Types of Content:

• Social media posts
• Emails
• Blog posts
• Videos

Examples:

• REI’s expert advice on "What to Bring in a Bike Repair Kit," which includes direct shopping links.
   

Consideration

In this phase, the consumer is aware of the brand and is comparing it to other options. This is a critical moment for brands to influence consumer opinions, so marketing elements should be integrated. The content should not only be useful but also encourage customers to select their brand over competitors.

Types of Content:

• Articles
• Quizzes
• Guides

Examples:

• Brooklinen’s quiz to help consumers choose the right bed sheets, or Aveda’s quiz for finding the best hair care products based on hair type.
• Shopify’s blog post "Your 24/7 Salesperson: How to Create a Product Buying Guide for Your Store."
   

Commitment

At this point, the consumer has decided to purchase your product or service. It’s crucial to reinforce their decision and differentiate your brand from competitors. They may already be subscribed to your newsletter or follow you on social media, making it an ideal time to convince them that your brand is the best choice. After their purchase, satisfied customers may share content (such as tagging a friend in an Instagram post) if they feel it resonates with their identity.

Types of Content:

• Newsletters
• FAQ guides
• Research or impact reports
• Social media posts

Examples:

• The yoga app Down Dog offering free access to students and teachers until mid-2022 in response to rising Covid-19 cases and school closures.
   

Creating high-quality content that directly addresses your target audience is vital, as search engine algorithms are becoming increasingly sophisticated. Only the best content stands out in the competitive landscape.
 

4 Key Elements of a Content Marketing Strategy

When building a content marketing strategy, it's essential to focus on your target audience and the ways to engage with them. Here are the four primary elements to consider: brand positioning, value proposition, measuring ROI, and developing a plan.
 

1. Position Your Brand

Start by defining your brand, its values, and how you want to position it in the market. Are you selling artisanal chocolate bars sourced from South America, or are you promoting Ferrero Rocher candies? Although both appeal to chocolate lovers, they target different audiences. Consider factors such as demographics and location when determining your brand’s positioning, and analyze competitors to create a unique brand experience.
 

2. Identify Your Value

Once your brand and positioning are clear, you can focus on the value you want to deliver through specific content types. Whether it’s through email newsletters or social media, your content should foster long-term relationships with customers by offering value—such as recipe tips, lifestyle inspiration, or useful blog links. The key is to align your content with your brand while driving sales.
 

3. Consider Your Return on Investment (ROI)

With a strong understanding of your brand’s positioning and value, it’s time to evaluate how your content will contribute to business growth. Avoid wasting time and resources on content that doesn’t align with your goals. Develop a business case that analyzes the benefits, risks, and budget for your content strategy. Your organization must be convinced that your approach will yield a strong ROI before moving forward.
 

4. Define Your Plan

After assessing potential ROI, outline a plan that specifies how, when, and where your content strategy will be executed. This plan should align with your business objectives and integrate with existing marketing and sales efforts. By considering these four elements, you’ll have a comprehensive content marketing strategy that drives your business forward.