What is content marketing and why is it important for your business?

Team TeachWiki

So you're considering content marketing? Then you're in good company: A 2018 report published by The Manifest found that 53 percent of companies invest time and money in content marketing.

Before you begin, you should read up on the topic a bit. In this article, you will find a definition of content marketing, more about its benefits, and some examples of content marketing.

Content Marketing Definition: What is Content Marketing?

Content marketing is the creation of online content designed to create awareness about a company and its products.

As a rule, the published content does not directly advertise a brand, but is intended to offer the reader added value. It may help them solve a problem, learn something new, or just be entertaining.

Content marketing is extremely multifaceted. The most popular types include blog posts, videos, and case studies, but the uses of content marketing can be much broader, ranging from apps and games to reports and courses.

What are the benefits of content marketing?

There are many reasons companies consider content marketing. Here some of them:

  • Content marketing increases your brand's exposure - for example, when people share your content on social media, mention your report in an article, or read your blog post via a search engine.
  • Getting started in the content marketing world requires only a small budget ; provided they can produce the content themselves. However, depending on what type of content you want to create and whether you need outside help to do it, these costs can increase.
  • Content marketing can support your branding efforts . For example, publishing analytical reports on industry trends can position you as an expert in your field.
  • Businesses use content marketing to get customers to choose their product . To do this, they can create content that informs the reader about their solution, or generate leads with the help of their content.

Examples of content marketing

The great thing about content marketing is that you can choose the format that best fits your marketing goals, specializations, and best resonates with your target audience. Now that you know what content marketing is, here are some specific examples.

Search Engine Optimization (SEO)

Content marketing is widely used for its search engine ranking benefits. If you answer common searches related to your product in blog posts or on websites, search engines will show them when people search for your solution.

For example, let's see what happens when we search Google for "buy shoes online." The first link leads to Zalando, an online mail order company for shoes and fashion.

When you click on the link, you will not only see a wide range of shoes, but you will also become familiar with the Zalando name . And you might also see that Zalando offers an app for your mobile device and download it.

Make a name for yourself as an industry expert

Businesses can use content marketing to make a name for themselves in their industry. By creating content based on the experience, data and expertise accumulated in your company, you can position yourself as an expert in your field.

The accounting firm PricewaterhouseCoopers has perfected this tactic. PwC recently released a study called the Global Crisis Survey 2019, which interviewed international business leaders. The report then served as the basis for a variety of content including blog posts, videos, tests and a PDF.

generate leads

Many companies use content marketing to generate leads. To do this, they offer potential customers interesting and informative content in return for their contact details.

Also here at TeachWiki! we have already done that. Website visitors interested in learning more about marketing automation can download our ultimate e-book on the subject.

In order for your content to generate leads, it must be valuable enough for customers to provide their contact details. Typically, such content is more in-depth than ordinary blog posts or articles.

That was a brief introduction to content marketing, including a content marketing definition and some examples of uses. If you want to learn more, you can read our guides on creating a successful content marketing strategy and video content marketing.