Content marketing

What is content marketing?


Content marketing is a marketing technique that businesses use to attract new and engage with existing customers. It involves creating and distributing content like blog posts, videos and social media posts. The aim is to convert your website visitors into customers.

Content marketing can boost your brand awareness among your target market. It can be a cost effective way to reach your audience and build loyalty. Ultimately, it should lead to increased sales.

Content marketing is a long term strategy. As time goes on and you publish more content, you will be able to build up knowledge about what works best. This helps you to plan future content. It also provides insight into your customers' interests and needs.

Content and your marketing tactics

Quality content underpins all forms of marketing. Having valuable content can be the key to success for a number of marketing tactics:

  • Social media: Good content is key to building your online audience on social media, building relationship and driving engagement. See social media best practice for business.
  • Search engine optimisation (SEO): Search engines give higher rankings to websites that regularly publish quality content. To build your inbound links you will need to have useful content that other websites want to link to.
  • Public Relations (PR): Successful PR campaigns depend on content that the audience is interested in.
  • Pay-per-click and paid search advertising: Search engine advertising works best when the content is relevant to the user. This leads to lower costs-per-click and ultimately higher conversions.