Imagine creating a marketing plan that customers are excited to see. Marketing that makes your target audience pause and pursue your company.

Until the past couple decades, marketing was limited to platforms like radio, television, and newspaper, forcing often unwanted advertising in the home. These traditional marketing methods are quickly becoming a thing of the past. As we’ve entered the digital age, platforms are no longer forced or limiting. In fact, many consumers love them, which is advantageous to you as a content marketer. But what is content marketing?

Imagine your viewer comes across your brand through marketing with intent. They scroll upon it while browsing the web or click open an email with an intriguing subject line. Instead of mindless scrolling and deleting, they absorb the information you provide and spend 10 minutes with your content. 

Take it one step further. Now imagine they help promote your business. But how?

What is Content Marketing?

Content marketing is a marketing strategy focused on creating and distributing valuable, relevant content to attract and retain a defined audience. Ultimately, it drives profitable customer action

Rather than pitch something, you provide useful content to your target audience to help them solve a need. Replacing forced advertising, the content you create is now an educational resource that may or may not be about your product or service. As you continue to publish content with a purpose, you become increasingly credible. More and more targeted buyers will want to consume and become loyal to your brand.

It’s crucial to understand that content marketing is one step beyond simply creating content. It involves an active promotional role across all of your online mediums, like your website and social media profiles. 

Interaction is key. Your content marketing strategy should be customer-focused. It’s your due diligence to respond to as many comments and questions as possible. A content strategy that addresses problems also casts an open net for a broader audience. The difference between content marketing and other types of marketing strategies is the value and credibility it builds over time with a continuously increasing ROI.

What is Content Marketing and Why is it Essential?

Content marketing is essential for growing your business, and here’s why:

Your Audience Says it is 

Consumers should find your content and marketing valuable, and it’s not just hearsay. Data and analytics will prove just how much your audience is engaging. 

Your Competition is Doing it

Other businesses in your field are likely promoting content to the same consumers. You don’t want to miss a possible sale by having a poor content strategy that leaves you invisible on key platforms or absent from critical conversations. Your aim is to be the preferred brand.

Customer Loyalty

By being a brand authority, you have a higher probability of reaching your target audience. Actively engaging with followers and potential leads will strengthen both your client base and relationships.

Increased Sales and Cost Savings

Social media platforms, for example, are budget efficient. They lead you to many ready-to-buy consumers.

How Content Marketing Works?

Your company may utilize content marketing to draw in leads, convince potential customers to buy your product or service while shopping around, and seal deals.

To effectively use it, at each stage of the sales cycle, from awareness through consideration to purchase, ensure providing the right content. Using this strategy to approach content makes things easier, so don't worry if it sounds complicated. Below are the stages of the sales cycle - 

  • Awareness Stage

Throughout the first phase of the sales process, your content should focus on your audience's primary concerns. You stand the best chance of connecting with them if you write about their problems, difficulties, and inquiries. At the awareness level, the information should be instructional and educational. During the contemplation and closing processes, you should sell.

  • Consideration Stage

At the deliberation stage, content should balance valuable information and marketing. The reader should know the traits or abilities to look for and how various attributes meet various needs. Naturally, the emphasis of your content should be on what your business has to offer.

  • Closing Stage

Content marketing is crucial when a potential consumer is poised to purchase. You can concentrate on sales as long as you continue emphasizing why you're the best option rather than just how excellent your services or products are.

How to Get Started With Content Marketing?

However, content marketing can be manageable. To get started, follow these steps:

  • Identify Your Audience

You must fully understand the priorities, difficulties, and preferences of every reader before you can write for them. Choose one or two segments for which you can give thorough justifications. If not, create personas for your audience and potential customers before you begin.

  • Choose the Appropriate Formats

The appropriate format will vary depending on where you are in the sales cycle while developing material. Another crucial factor is what forms would enable you to communicate the value most effectively. This will be a video for some, while for others; it will be a checklist.

  • Identify Your Distribution Strategy

Will you publish the information for a gathering, email it, or post it on your website? After determining "where" your audience will be, use forms that make sense. A buyer's guide is a helpful follow-up to a pitch, a worksheet or checklist can be published on social media, and sending an essay through email makes sense.

  • Make a Sustainable Scheduling Choice

Once you know your target demographic and the ideal formats for each stage of the sales cycle, create a short-term (3-6 months) plan. A content marketing strategy may become overly ambitious. However, the content elements in your strategy should be the ones you can produce, given your budget and resource constraints.

  • Adopt the Best Practices

The characteristics of appealing material include explicit language and a lack of jargon that only you and your peers will comprehend. It must also offer thorough instructions. The finest material is brief, pertinent, and practical.

Social Media and Content Marketing

Now you need to tell everyone about your content. You can promote it on Social media, such as Facebook, LinkedIn, YouTube, Twitter, Medium, Instagram, and others, after you write a post and include a link to your content, voilà! There is participation. 3 steps can be used to accomplish this:

  1. Concentrate on channels with significant potential: The social media platforms that your audience uses frequently are the greatest for you. Consider both the larger, more well-known channels and the smaller, more specialized ones that may lead to new clients for you. 
  2. Be sure to tailor your copy to the channel: Each social media platform has its voice, professionalism versus fun scale, and other characteristics. Before creating material for a track, take some time to review the postings to become comfortable with these details. 
  3. Test and adjust your strategy: You need to test first to run an effective social media marketing strategy. Watch the volume and quality of the responses from the various channels.

Types of Content Marketing

  1. Online content marketing is the term used to describe any content you publish online, but it specifically refers to your web pages. With a robust online content marketing plan, you may rank higher in the search engine results pages (SERPs) and reach the right audience at the right time.
  2. Social Media Content Marketing: With 4.2 billion consumers actively using social media worldwide, it makes sense why so many businesses invest in social media marketing. You can produce and post content in various ways on each of the websites (including Facebook, Instagram, Pinterest, LinkedIn, and Snapchat). (e.g. photos, live videos, pre-recorded videos, stories).
  3. Since infographics mix clear language, concise arguments, and clear pictures, they are a great way to explain your content effectively. 
  4. Blog Content Marketing: Blogs are a powerful source of inbound content since their topics and purposes can be innovative. You can combine product information on a blog that includes social media sharing buttons and use links to advertise other blog posts and internal and external content.
  5. Podcast Content Marketing: More than 60 million people subscribe to podcasts on the Spotify and Apple Podcasts platforms. That is why everyone has now started creating content on it.
  6. Video Content Marketing: 73% of consumers, according to a Wyzowl study, said they prefer to watch a video to understand more about a brand's product or service. Additionally, video marketing can improve audience relationship development, increase ROI, and increase conversions.
  7. Paid AD Content Marketing: Paid advertisements are a great way to reach a broad audience and position yourself where you want to be seen. Paid advertisements work best when combined with inbound marketing. Paid advertisements can be shared in various venues, including social media, landing pages, banners, and sponsored content.

Content Marketing Strategy

  • Set SMART objectives
  • Choose your KPIs
  • Select your preferred content channels
  • Select the content's genre
  • Make a budget
  • Produce and share the material
  • Measure and analyze the outcomes

Content Marketing Examples

Content marketing provides vast opportunities to get creative. Interactive campaigns are everywhere, and you don’t want your digital strategies to be outdated. 

Some of the content marketing strategies are:

Check out additional content marketing examples, as well as how and when they’re used. Refer to our article on 7 Types of Content Marketing and How to Rock Them.

How You Can Become a Successful Content Marketer 

Content marketing is now the present and future of marketing and advertising. 

So, how can you get started with content marketing, and how do you make it successful? 

The first step is knowing the audience you want to reach and how your brand can assist them. Asking yourself the same questions a customer would ask. Know the ins and outs of the types of content they consume and where they spend most of their activity online. 

Once you’ve assessed the interest of your ideal consumers, you can begin to craft a successful digital marketing strategy. Meet your audience with exciting and informative content. To really run a successful content strategy campaign, present new content regularly on your website and across other digital media channels. 

For an even further in-depth look into how to become a successful content marketer and answer “what is content marketing?” jump over to our article, How to Develop a Winning Content Strategy in Record Time.


1. How much does content marketing cost?

Theoretically, content marketing may be done on practically any budget, but it's crucial to consider the time and resources needed to develop a successful plan and produce the correct content.

2. What outcomes can I anticipate from content marketing?

Depending on your needs and goals, a small firm wanting to grow its clientele will have very different objectives than an online news outlet looking to establish its online presence.

3. Why does my company require a content marketing plan?

You're shooting in the dark without a content strategy since you cannot gauge performance or identify chances to boost outcomes.

Learn tried and trusted growth strategies and key concepts of Digital Marketing with our Professional Certificate in Digital Marketing. Sign-up now!

Train to Make Your Content Marketing Work Today

Simplilearn’s Professional Certificate in Digital Marketing program will prepare you to become a full-stack digital marketer. One of the world’s fastest-growing disciplines, this digital marketing certification course will increase your professional market value and enable you to handle complete marketing campaigns in 2021 and beyond.

Learn how to provide potential customers content that enriches their lives and gives them a positive experience. Ensure that you can find the balance between their interests and your business value to ensure your marketing campaigns are genuine and meaningful.

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Digital Marketing Courses typically range from a few weeks to several months, with fees varying based on program and institution.

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