What is Content Marketing and Why Use it?

We like to think about content marketing as a way of creating and sharing content such as blog posts, social media updates, white papers, and eBooks. This content marketing approach is also a way to generate leads, build brand awareness and community engagement, and creating thought leadership to assist website visitors in developing an opinion of your brand.

"Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” (CMI)

So, why use content marketing? In this post, we will get acquainted with the ins-and-outs of content marketing and how you can employ content successfully for your business.

Every brand has a story to tell. Tell your story in a clear and concise manner every time. Allow your readers to know and understand your brand. The most effective way to ensure you are on track with a consistent story is to establish  a voice and tone style guide to better your content marketing efforts. By doing this, you are able to lay a strong foundation for your brand  that your community can help you build upon.

Creating consistency within your content marketing strategy is important. Not just with social media or blogging, but throughout your brand messaging. Think of it this way, you want to be as transparent as possible throughout all communications to ensure you are attracting only the most qualified leads. The more qualified your leads are, the less it will cost to acquire new customers.

Once your leads convert to customers, brand consistency is important to maintain their continued approval. This ties in with the ultimate winning content strategy which is ongoing education, community engagement, and brand evangelism from your current customers. These benefits work simultaneously to increase customer lifetime value and word-of-mouth marketing.

If your business approaches content marketing with a poised and well-documented strategy, you will be well on your way to producing a content brand that attracts, converts, closes and delights your way to business success. The goal of content marketing is to positively influence the way individuals feel about their interactions with your brand. It is It’s also a great tool for ranking higher in search engine results.

Content marketing is a strategy that faces its customers needs and wants, and fills information gaps about the products or services your business offers. Content marketing is also a great way to position yourself as a thought leader in your industry or niche.

Takeaways at a glance.

Content marketing is a way to tell your brand's story to the people who matter most, your current and potential customers.

In order for content marketing to be successful, you must have a documented plan and strategy.

Consistency is key in building a content brand. Use voice and tone style guides to ensure your content development process is working with you instead of against you.

Remember to address the specific needs and wants for your current customers:

  • prevent recurrent dissatisfaction or issues in the future.
  • provide the best possible customer experience.
  • position yourself as a thought leader in your industry.
  • prove value at every touch you have with prospects, leads, and customers.

Subscribe to our BLOG

Stay in touch & learn how to attract customers, become a thought leader, create effective marketing campaigns, & more.


Handy Toolkit


You might also be interested in:

Thought Leadership Monday Mashup: Becoming a Thought Leader

Marketing Resources for Successful Content Marketing

Thought Leadership Monday Mashup: Brand Recognition, Content Marketing & Advertising

A Content Production Process For Successful Inbound Marketing


Topics: Marketing, Inbound Marketing