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.
The aim of content marketing is to attract and retain customers by creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, from your initial planning stages through to post-purchase follow-up.
Content marketing should be a core part of your digital marketing strategy because it gives your brand a voice and something tangible for customers to connect with. Prospects are more likely to engage with brands that have a strong online presence and produce high-quality, relevant content on a regular basis.
Why is content marketing important?
Content marketing helps you attract visitors to your website and build an audience who are interested in what you have to say – without resorting to paid advertising. By providing useful information or entertainment that appeals to your target market, you can earn their trust, which can lead them to eventually make a purchase from your online store.
In addition, content marketing can also help improve your website’s search engine optimization (SEO). Google (and other search engines) love fresh content, so by regularly publishing new articles, blog posts, or other types of content on your site, you’re giving them more opportunities to index your pages – which can lead to higher rankings in search results.
And finally, good quality content will help promote social sharing, which can also lead to more traffic for your website. When people find something they like or think is interesting, they’re much more likely to share it with their friends and followers on social media. This simple act can help increase your brand’s reach and visibility online – giving you more opportunities to convert prospects into customers.
