Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience—and, ultimately, to drive profitable customer action.
Simply put, instead of pitching your products or services, you share truly relevant and useful content with your prospects and customers, educating them so that they know, like, and trust you enough to do business with you.
There are three key benefits to content marketing:
Content Marketing vs. Copywriting
What's the difference? Content marketing uses blogs, podcasts, video, and social media as a vehicle. Copywriters write compelling headlines, persuasive landing pages, and conversion-driven emails. In any good marketing strategy, they'll work together. Persuasive copy will encourage consumers to stick around to give your content a chance, and good content will keep them coming back for more.
Content Marketing vs. Spam
People don’t want advertising when making purchasing decisions, they want information. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time—it’s just that most of it’s not very relevant or valuable. Promotional emails usually get deleted from my inbox immediately. Newsletters, however, get opened and reviewed in case the contents are of interest to me.
Marketing Is Impossible without Great Content
It's important to incorporate good content into whatever marketing tactics you may be using. Quality content is what gets your social media posts shared, your website more traffic, and your ads clicked. Advertising only gets you so far: Make yourself valuable to your customers and prospects.
Catherine has a degree in English literature and a passion for all things marketing. As Digital Specialist, her focus is on web design, search engine optimization, social media, online presence management, and project coordination.