Content Marketing

What it Means

Content marketing is the at the heart of your marketing function, fueling everything from social media and search engine optimization (SEO) to customer retention and thought leadership initiatives. It is about connecting with your audience and educating them, building trust and affinity towards your brand. Quality content adds value to your prospective customers before they transact. Content is king, but distribution is queen. Consider the 80/20 rule - 80 percent distribution and 20 percent content creation. It's about delivering the right content, to the right audience, at the right time.

At its core, content marketing is about creating and sharing valuable, relevant, and consistent content that attracts and engages a clearly defined audience. It can be direct (i.e. provide information on your product) or indirect (i.e. providing helpful information on a topic adjacent to your product). The ultimate goal? To drive profitable customer action. This means going beyond direct sales pitches and focusing instead on providing content that enriches the lives of your audience, whether through solving a problem, offering insights, or entertaining them.

Content marketing can take on a myriad of forms: websites, blog posts, videos, podcasts, infographics, social media posts, newsletters, whitepapers, webinars, e-books, and more. Want to run paid ads? You need content for that. Want to set up a booth for a tradeshow? You need content for that too.

Why it Matters

Done well, content marketing breaks through the noise and hooks the attention of your prospect. Here are a few reasons why it's important:

Practical Example

Suppose you're a SaaS company offering a project management tool.

This multi-faceted approach to content marketing not only offers value at every touchpoint but also guides potential customers seamlessly from awareness to conversion.

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