Content marketing is a form of digital marketing in which brands develop an always-on relationship with customers through content that is non-promotional and provides value at every interaction. Content marketing has evolved from being just blog posts and editorial strategies. It’s now a holistic approach that relies on a broad range of digital marketing tactics such as E-mail, Social Media, SEO, and paid distribution to reach a target audience.

Whether you’re building a business case to launch a content marketing program or improving your existing one, it’s important that you and your stakeholders align on what, exactly, content marketing is – and what value it can provide your brand and target audience. We put together this resource to help you do exactly that. Here, you’ll find the definition of content marketing and other frequently asked questions. You’ll also find examples from top brands, as well as statistics to articulate the ROI it can have on your business.

Content marketers create different types of content to attract, engage, and convert people at every stage of the buyer journey.

Why Content Marketing ?

First off, it allows you to have an “always-on” relationship with your customers. This means that you can engage with them every day, even when they’re not in the market for a purchase. With advertising, you typically see major peaks and valleys. Your traffic, engagement, and sales spike when you’re running a campaign. Those numbers fall when the campaign ends.

Content marketing, however, allows you to maintain ongoing engagement with your audience. Since you’re serving them inspiring, informative content every day – as opposed to hard sells – they’ll readily engage with you in between purchases.

There are two major ways content marketing drives ROI:

  • Drives marketing-influenced revenue. Through content marketing, you’ll increase leads, conversions and cross-sell revenue.
  • Increases brand equity. Effective content marketing programs increase a brand’s awareness, loyalty, and value.

Content marketing is used to attract and develop a specific target audience with the ultimate goal of creating true customer engagement. Through using content marketing, you should be striving to change and enhance your customer’s behaviour toward your company in a positive manner. If you consistently deliver valuable information to your customers you will be able to gain their trust, traffic & leads.