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What is Content Marketing and Why is it so Important?

Posted: 2nd March 2016
Content Marketing

What’s your website’s biggest asset? Is it the design? Is it the functionality? You may want to think twice! A website is as good as its content!

Google algorithm updates in the last few years have turned website content into one of the most important factors for good ranking. Needless to say, the content will also impact your audience’s perception. Having relevant, interesting and unique texts (and multimedia for that matter) is one of the essentials for boosting popularity and for potentially monetising a website.

Good content is all about having a plan and executing an effective strategy. It’s an all-encompassing technique known as content marketing.

What exactly is content marketing? What makes it so important in the world of social media and digital communication? Why use it? Answering these questions will help you find out how to get started with content marketing in an attempt to make your online reputation establishment efforts more effective.

What is Content Marketing?

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… [an] audience.” The main aim of your content is to inform, educate or entertain users. It has to be valuable, emotionally provoking and engaging.

To create such content, you need to have a pretty good idea about the audience’s profile. That’s just the starting point. What makes content marketing successful is a combination of quality writing, SEO knowledge, social media promotion and effective distribution.

Content marketing has changed the way companies sell products and do business online. Traditional outbound campaigns no longer get the job done. People are getting used to interacting with businesses in a brand new way. They want to get something out of the interaction and informative content is a good giveaway.

What Makes Content Marketing Important?

Internet gives people access to tons of content, which is why being strategic about your strategy happens to be so important. There are more than two million blog posts created every single day. As the demand for information is growing, more and more websites are responding. People are becoming pickier, which is why being strategic and focusing on quality happen to be so important.

Content marketing is an incredibly effective technique, especially when executed correctly. It gets the audience hooked and potentially engaged. It builds a relationship that will be impossible to establish through the use of any other channel.

Both B2B and B2C companies can reap the benefits of targeted and well-planned content marketing. Almost 90 per cent of B2B professionals and 76 per cent of B2C marketers use content marketing as a form of promotion.

It’s also interesting to point out that 61 per cent of people feel positive about companies that create custom content. Almost 50 per cent of the time that people spend online is dedicated to exploring content. As a result, it’s only natural to come across the following statistics – content marketing produces three times more leads than other strategies and marketers that blog are 12 times more likely to see a high ROI than the ones that don’t.

The execution of a content marketing plan is a lengthy process and the results aren’t going to be obvious right from the start. In the long run, content marketing is one of the best strategies when it comes both to optimisation and lead acquisition. Every great piece of text attracts users and fuels their engagement with your business. People interact with brands and companies that make things different.

Three Reasons Why Content Marketing should be a Part of Your Inbound Campaigns

Good content can make you an industry leader and a trusted source of information. Thus, you will be building your identity through know-how rather than through products/services.

Nowadays, being unique is difficult to do and finding the feature that makes you stand out from the competition is the only way to generate leads and turn those people into loyal customers. The rule remains valid, regardless of the industry that you represent.

So, all of this sounds a bit abstract and it doesn’t give you a specific reason why you should get started with content marketing straightaway. If you haven’t found the answer, keep on reading. Here are three of the most important things that content marketing can do for your website and your business.

Improve Brand Engagement

If you want to be visible online, you have to create one of a kind texts intended to serve the specific needs of your audience. Content is highly targeted. It can easily be adjusted because you’re getting a ton of feedback from your readers.

Through content, you can create the brand persona that’s most representative of your business and that will resonate with the right crowd. It’s all about sharing knowledge or provoking an emotion in the right way. No other strategy can give website visitors the same experience and the same level of bonding. This is probably the biggest reason why you’re missing a lot if you aren’t being strategic about it.

Build Trust

Giving answers, providing solutions and helping users to deal with their problems through the content you share turns you in an immediate authority. It’s a cost-effective solution for both large and small businesses trying to make it in a very competitive niche.

If you run a bakery, for example, you can give people valuable information about ingredients, their importance and the baking techniques that deliver the best results. Managing a real estate company on two continents? Why don’t you create “how to” article series about buying or renting property on the basis of location. Texts stemming from your actual experiences are the most valuable and the most engaging ones.


Content marketing ranks among the most cost-efficient advertising techniques and it also produces a very high ROI. The initial investment is minimal, even if you decide to outsource the process or hire a professional for the sole purpose of content creation.

Needless to say, content will continue establishing your online reputation for months and even years to come. The creation of evergreen content will enable you to reap the benefits for an extended period of time, adding to the cost-efficiency of the strategy even further.

Content marketing can be personalised to help just about every company accomplish its promo goals. Whether it comes in the form of articles or videos, content advertising can bring an incredibly high ROI to the table. As long as the efforts are thoughtful and carefully planned, the success of content marketing will become a fact sooner or later.