What is Content Marketing?
Content marketing is defined as 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."
Now in regular (no nerdy speak), we like to define it as, "Your approach to giving your ideal audience valuable information they will love and want to do business with you because of it."
But...there is a right and wrong way to do content marketing.
There is a difference between Inbound Marketing and Content Marketing
While at times you can confuse the two the best way to think about the difference between the two is to think of Content Marketing as part of Inbound Marketing.
The graph on the left (courtesy of InboundBnd) shows that the majority of marketing professional feel this is how the two work together.
Blogging is a key element to your Content Marketing
Blogging is a sharing of knowledge. It's an avenue to express your expertise in a certain topic area or topic cluster. When someone comes across a blog post on a topic of interest and consumes it, finds value in it, they position that blog author as an expert and will most likely come back or consume more content.
It's this consumption of content that when repeatable, will lead to warmer prospects who will move from the awareness phase of your funnel into your engagement stage, beginning to consume higher value (paid) content.
What about Video, e-Books & Email?
Blogs are just a gateway for other mediums of content marketing. While blogs articles are often on the shorter side, quickly but thoroughly addressing industry topics, these other forms of content marketing act as a more detailed vehicle to share information and convert customers.
eBooks, for example, allow for an extensive amount of information to be shared regarding some aspect of your business. These usually focus on the most frequently asked about part of a business, and go to great lengths to explain and point readers in the right direction — to you!
Videos are oftentimes a nice change of pace and are more engaging to your buyer personas. When you bring out your true passion and personality in your videos, they have a higher tendency to go viral, which can bring all kinds of traffic and attention to your brand.
Can Content Marketing Juice Up Your SEO?
There are many tasks you can do to improve SEO, but nothing comes close to the impact of content marketing on your website's SEO power.
And it makes perfect sense. Content, simply put, is just information.
Google aims to match the highest quality, most relevant information with the search queries of their users -- but if you're not creating content sharing this information, you have no chance of ranking and getting found for it.