What Is Content Marketing?

24March 2024

Content marketing is the umbrella term for a variety of different types of content produced by a business. This content can include everything from blog posts and videos to infographics and articles.

Effective content marketing includes purposefully tailoring pages, videos, ebooks and more to attract and convert audience members the inbound way.

Content Marketing Strategy

A clear content marketing strategy helps businesses define their goals, resources, and expectations for the initiative. This includes assessing the benefits and costs of content marketing and ensuring that it ties into the overall business objectives.

Businesses should also identify what kind of content they want to create and where they will publish it. For example, if they want to increase email subscribers, they should plan out an entire content campaign around it that includes blog posts, emails, and videos.

For B2C companies, content marketing can help them drive sales by highlighting product features, providing customer reviews and pricing information, or leveraging user-generated content to build credibility. It can also unify the sales and marketing departments by distributing marketing collateral to potential customers. A good content strategy should include SMART goals and track performance against them. This will provide insights into how well content marketing is working and what adjustments should be made to improve results.


A storytelling content marketing strategy is a great way to create an emotional connection with your audience. It involves using narrative journalism techniques and classic storytelling elements to build brand awareness, differentiate the business and encourage customer loyalty. Storytelling can take a number of forms, from written stories to video content.

A successful storytelling campaign should focus on a setting that reflects your target audience’s real-world circumstances. For example, a story about a fast-approaching deadline or a challenging economic climate can resonate with people in similar situations. Identifying your target audience’s age range, location and income level will help you decide which types of content will be most effective for your brand.

A well-told story can be as powerful as a product’s features. For example, the ASPCA’s auto-braking advertisement quickly became the byword for vehicle safety. The happy ending in the ad created an emotional response amongst viewers that resulted in them donating money or becoming members of the organization.

Social Media

Content marketing involves sharing valuable content with potential customers in order to generate awareness and attract new business. It also helps build relationships and loyalty with existing customers, as well as increase sales and conversions.

Unlike paid advertisements, which can be seen as intrusive, great content marketing offers a chance for a company to share value without overtly pushing a product. The earliest instance of content marketing is credited to Benjamin Franklin’s Poor Richard’s Almanack, published in 1732. Since then, many brands have mastered the art of delivering content that their audience wants to read.

For example, Jell-O shares recipe tips and aspirational lifestyle photos to position itself as a brand that’s fun, versatile, and helpful for stay-at-home moms. Other companies create content based on their unique strengths, such as expert advice and best practices for UX designers or shortening the time it takes to prepare for an interview. Content marketers leverage free or paid software to plan and track content.

Email Marketing

Email marketing is a critical component of a content marketing strategy. Using targeted email campaigns, marketers can target users with content that matches their location in the customer journey. This approach has been successful for a variety of companies. For example, Mailshake used a cold email masterclass to generate 5,321 new leads in under a year.

Email campaigns can be structured to align with the customer journey, including awareness, consideration, and commitment. This can help brands position themselves as industry experts and thought leaders. It’s also a great way to build trust and loyalty with current customers.

Brand collaborations are another great way to leverage content marketing. Companies that work with a lot of different partners, such as contractors or freelancers, can benefit from organized workflows and project milestones. These can help to ensure consistency and quality across all campaigns.

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