What is Content Marketing?

17 September 2014
Published: By: Dan Barrett




The field of content marketing is fast growing, and ever evolving. By reading the definition of what Content Marketing actually is, we can gain a slight understanding as to what Content Marketing may entail.

As consumers continue to walk away from the world of ‘traditional marketing’; skipping print advertising and radio advertising, they have become so used to browsing online, that they take more notice of online information than they ever did for the eyesore advertising banners. Which is exactly why marketers today, understand that traditional marketing techniques are surely becoming a thing of the past. There must be a better way?

Cue Content Marketing.

Content Marketing is fast becoming one of the biggest growing success stories of the media industry, accounting for over 20% of corporate marketing budgets; a figure set to rise over the next 12 months. With thousands of articles published daily, all planned, edited and measured to give clients an effective way of reaching customers, while establishing and retaining loyalty along the way.

By dictionary definition (according to the Content Marketing Association), Content Marketing is:

  The discipline of creating quality branded editorial content across all media channels and platforms to deliver engaging relationships, consumer value and measurable success for brands 

There are many measurable problems with modern Content Marketing, including:

•    Producing content that is engaging (58%)
•    Lack of integration across marketing (58%)
•    Product ample content (53%)
•    Lack of funding (43%)
•    Varying of content (45%)
•    Inability to measure effectiveness (42%)

So why use Content Marketing?

We could focus on the increase in sales.

•    Content Marketing allows for a controlled space for businesses to sell to consumers. Research suggests that around 50% of the consumers of content marketing say that it has very positive impacts on their purchase decisions, and that it increases brand positivity.

•    As important as that is, businesses are obviously facing stiffer competition as each year passes, and now more than ever, companies are starting to retain, and look after their existing customers. Many companies practice this by way of marketing rewards for the customer, by offering entertainment and information. So by ensuring that you regularly communicate with your customers, you can almost guarantee that you’ll keep their business!

•    As many clients are now looking towards content marketing as a short-term fix, the real untamed benefits lie with long-term engagement. By communicating with your customer base, you can build incredible bonds with readers, which will eventually result in their increasing trust in your brand and by which, you can offer room for feedback that can be used to improve your content / service. It really is as simple as that.

Needless to say, Marketing is impossible with great content, in any case. Regardless of the tactics used, content marketing should always be part of your marketing process. Quality content is part of all forms of marketing, including:

•    Social Media Content Marketing – (Comes second to Content Marketing Strategy)
•    Search Engine Optimisation – (Rewarding Quality Content)
•    Content Strategy – (Planning, Development and Management)

Amongst many more!

Content Marketing has a lot of potential for the near future. Predictions for the future collectively believe that other content marketing avenues will overtake social media, as a means of content marketing. Things like Live Events and branded content tools (if companies can afford it) are ways of delivering greater value, brand awareness and actively encourage discussion… more so than sharing content on a social media page.
Social Media Channels are far too overcrowded nowadays, and in terms of allowing marketers a bit of breathing space in their industries, these marketing tools give them a chance to approach customers, both current and prospective, in a newer and definitely more advantageous way.




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