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What is content marketing?

With traditional outbound marketing forms becoming less effective every day, newer methods of attracting potential customers are being used by trendsetting, innovative organisations. In this context, content marketing can be a powerful weapon.

As defined by 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 a clearly defined audience — and, ultimately, to drive profitable customer action.”

What differentiates content marketing from other types of marketing is the value it provides customers. Executed well, it can improve their journey and establish the basis of a long, beneficial relationship for both parties. In the words of author and keynote speaker Andrew Davis: “Content builds relationships. Relationships are built on trust. Trust drives revenue.”

Why is content marketing important in the workplace?

Though it might be relatively new, content marketing is already being used by many of the world’s leading companies. These organisations recognise that current and potential customers want to move beyond a purely transactional relationship – they want to be able to connect to informative and relatable material that demonstrates more than a financial commitment.

Skilled practitioners of content marketing are able to tell a story that connects with a wider audience and drives customer loyalty. This can be in the form of a social media post, blog, video, or press release. Regardless of the format, the message is ideally clear and relatable.

The benefits of a winning marketing strategy are more important than ever, given that the average person typically views between 4,000 and 10,000 advertisements per day. This is something that business leaders are aware of, which is why they actively look for skilled and innovative content marketers to help them compete in the attention economy. According to McKinsey, 78% of CEOs across the globe are now reliant on their organisations’ Chief Marketing Officers and marketing leaders to spearhead company growth.

Successful and capable content marketers are in high demand, since their skills can be used to attract clients in a non-invasive way that delivers excellent return on investment. Content marketing can also supplement and support other digital marketing efforts by fostering natural engagement and trust in an organisation.