What is Content Marketing, and how can it benefit your business?

What is Content Marketing, and how can it benefit your business?
Reading Time: 2 minutes

You may be reading this and already have and idea of how content marketing could benefit your business, but you maybe want a bit of a refresher.

On the flip side, you may be reading this because you have no idea how content marketing could help you and your business.

Either way, you’re in the right place – because this post has got you covered.

What is Content Marketing?

Content marketing is by no means a new idea. It’s about telling the story of your brand and your business – with your customers right at the epicentre.

Most commonly (but by no means exclusively), today’s content marketing comes in the form of blog posts, articles, eBooks, social media posts, infographics, videos, webinars and podcasts. 

According to the Content Marketing Institute, the success behind a content marketing strategy lies in having a long-term approach that focuses on the creation and the distribution of valuable and relevant content.

The main aim of this content should be to attract and then retain a clear target audience. By having content that your audience actually cares about, you’ll be able to harnesses that engagement and encourage profitable customer action.

In her book Lean Content Marketing (which, by the way, you can get here), Jo Duncan makes the point that quality content requires you to spend time thinking about, writing and editing work that perfectly fits your customer and business proposition.

Thinking and editing the content you produce reduces meaningless, unfocused churn and instead promotes a concentrated, higher-quality stream.

Through purposefully providing your customers with consistent content that they find value in, you’re actively building trust and authority in your brand.

And by opting to use a content marketing strategy, you wouldn’t be alone.

One CMI statistic claims that 73% of B2B marketers now have a plan to make content marketing an ongoing business process – not just a one-off campaign.

Here’s 12 ways content marketing can benefit your business:

  1. Greater customer trust and loyalty.
  2. Greater authority within your sector or niche.
  3. Reach a larger audience, and new potential leads.
  4. Specifically tailored content avoids a scattered and erratic approach when communicating with your audience.
  5. An opportunity to present your audience with diverse and creative types of content.
  6. A means of promoting yourself without having to sell yourself.
  7. A nuanced way to weave your brand and business’ values and philosophy into your content.
  8. A way of providing your customers with content they genuinely want.
  9. Quality content produces better brand recall, which in turn increases customer engagement.
  10. Keeps your website and social media fresh, relevant and up-to-date.
  11. Organically boost your search engine visibility.
  12. Quality content has an overall higher potential of positive ROI (return on investment).

So, what do you think? Sound good?