What is content marketing?

I’m taking it back to basics with this question because I think it’s an important place to start.

So, here it is: What is content marketing?

Defining content marketing

The Content Marketing Institute says "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."

In essence, it's all about providing your customers (existing and desired) with genuinely helpful, informative, and sometimes fun ways to connect with your business and what you do. A lot of other marketing channels - PPC, email, DM, OOH - showcase what you do and who you are, but content marketing tells someone 𝒘𝒉𝒚 they should choose you.

It's storytelling, it's building relationships, it's a chance to show off your expertise and what's special about your business and your people.

What does content marketing look like?

Content marketing comes in many forms. Written content marketing includes blogs, guides and white papers, newsletters, social media, and even your website itself is a vital piece of storytelling. These long-form pieces can often be recut and repurposed and have key roles to play in SEO strategy, thought leadership, and supporting the customer journey.

More time intensive forms of content include podcasts, video and imagery. Social media is nothing these days without attention-grabbing videos and sharp images that stand out from the crowd and whereas some of the most viral videos may look like the creators are ‘winging it’, the vast majority are carefully scripted and released with considered timing.

Podcasts are an increasingly popular format that brands are branching out into - worldwide podcast listeners hit 546.7 million in 2024. The smartest brands have been spreading into podcasts subtly and in ways that really speak to their audience without overtly selling; think of Waitrose’s Dish podcast with its star hosts Nick Grimshaw and Angela Hartnett) but sending key players to guest on popular podcasts is effective too.

Why is content marketing important?

That’s a story for another blog, but I’ll give you the gist here.

Content marketing is an excellent way of differentiating you from your competitors while showing off your expertise, fantastic products, and building trust. Content is one of the best ways to add value to your customers’ - existing, new, and potential - lives and keep them coming back to you. It makes you stick in their mind, especially if you can find a way to make them laugh or solve a problem they’re having.

What type of content marketing should I do?

The many different strands of content can feel overwhelming and not every marketing team can afford a dedicated, full-time content marketing specialist. And even if you are a Content Marketing Manager, going it alone - writing, editing, planning, filming, photographing - is a lot!

But you don't have to do create every type of content just because a format exists and you don’t want to get left behind. What’s most important is taking the time to assess what's right for your audience and for where they are in their journey. You can recut and repurpose content written in one form into another format and make it work harder for you without losing loads of time - just be strategic.

I need help with my content marketing!

Does this all sound fantastic but you could do with some support?

I can help you build your story and tell everyone just 𝒘𝒉𝒚 they should choose you. So, chill out, I’ve got this. Let’s talk.