What is Content Marketing (and Why is it So Popular These Days)?

Whether you’re a growing business, a professional, a neighborhood establishment, or an online brand, content marketing is an important part of your marketing efforts. 

So what is content marketing?

Content marketing is a marketing procedure zeroed in on delivering imaginative content, usually in line with a brand story or brand messaging. Through the various content pieces the brand creates, it draws in and gains a characterized target crowd, with the expectations of expanding beneficial activity by the individual’s audience. 

Why has content marketing been so popular?

That’s because marketers, brand managers, and business owners have seen the benefits of having an engaged audience. Content marketing connects with clients in a manner that is more conversational than an attempt to sell something.

With content marketing, individuals are not hindered by marketing endeavors; all things considered, content marketing centers around conveying the data the potential new client is searching for, without attempting to push them to purchase your item. 

For years, marketers have touted content marketing as the next big thing. Without a doubt, content marketing is an amazing marketing practice to employ to introduce your brand, connect with your target audience, build a following, and bring in business. 

As opposed to the more traditional, hard-sell approach, clients today are more welcoming and receptive to well-thought-out content marketing campaigns, making it even more appealing to marketers and business owners alike.

Is content marketing part of digital marketing?

It’s probably more appropriate to say that content marketing overlaps with digital marketing. 

Remember– you can come up with just about any sort of creative content for your brand. Much of these will work well in digital marketing but remember that you can also use great content in your more traditional (non-digital) marketing methods. 

The field of marketing– digital marketing included– is truly an ever-evolving space. To rise above the noise and the competition, you need to promote yourself ever-creatively. 

Before digital marketing, the most customary ways businesses would promote themselves would include TV ads, radio spots, print media, direct mail, and outdoor advertising. With the digital revolution, you now have everything from social media, email marketing, search engine marketing, instant messaging, chatbots, and websites of all kinds.

Indeed, all that we look at, we see, or read have content in it.

While the whole internet is filled with all kinds of content, not everything holds the same value to everyone at any given time. So, when developing content for your marketing campaigns, you need to consider your overall helpfulness, your relevance to your target audience, and the right timing.

This is what truly separates you from all the noise from the competition– truly helpful, relevant content that your audience needs now.

Why is content marketing important for brands and businesses? 

As a small business, it can be really hard to stand out in front of other similar brands within your space without the proper promotional tools. 

Online marketing provides the best ways to raise awareness for your small business, with content marketing being the preferred method thanks to its (relatively) low cost and its ability to reach very specific targeted audiences.

For brands and businesses, content marketing is a simple method to implement. Properly designed and executed, results and returns can be very encouraging, bringing high-quality leads to your site for you to nurture and convert. 

What is it about content marketing that makes it a preferred way to promote a brand or business?

One can argue that the best thing about content marketing is that it is non-interrupting marketing. 

It is not direct selling of products and services, instead of pitching them directly, you deliver information about your products and services that make our prospect more intelligent. The main essence of this whole strategy lies in one simple fact that if as businesses and service providers, we deliver consistent and ongoing valuable information to buyers.

Why should your business have a good content marketing strategy in play? There are obvious advantages to a great content strategy. These include:


People will read and share your content and associate this with your brand. It is intangible but priceless in an online marketplace that is overly crowded in almost every niche worth exploring.

Visitors, leads, and customers 

Isn’t that the ultimate goal anyway? And what better-converting visitors than people who came to our website “to check out other awesome content”.

Visibility– online and offline

Notice I mention this last because it isn’t the fundamental focus of content marketing but rather a by-product. If you have other blogs and websites talking about you and linking to you, then Google and other search engines see you as an authority. These are always advantages to rank higher in search engine rankings.

What do I need for a good content marketing strategy?

The core of a good content strategy remains the same – create content that people will like to talk about. 

The strategies of actually marketing your brand or business may differ– from Facebook to Twitter to perhaps Pinterest. However, as a marketer, you shouldn’t lose sight of the big picture.

The individual tactics change with time. However, the fundamentals don’t. Do not be fooled by hearsay on the internet that proclaims content marketing is dead. It isn’t. Only the form changes with time as technology evolves. 

In an ever-changing internet landscape, internet marketers should be careful not to throw the baby out with the bathwater. Marketers should be able to differentiate between genuine strategies that bring long-term benefits to the business as opposed to fly-by-night get-rich-quick kind of schemes. 

Content marketing is certainly not dead. If anything, it has become a more skewed game because out-sized gains go to the few who can deliver on their promise. 

Never forget this promise – Quality Content.

What is the future of content marketing?

What’s the future of content marketing? Content marketing refers to the creation of quality content and sharing it with others. One aspect of this type of marketing is that depending on the quality of the content you provide, many others are willing to share this with others. The idea, therefore, is to create content that will force people to share it with their friends and talk about it with others.

A Final Word About Content Marketing

You most likely comprehend that content marketing is an important component of your professional achievement. 

The premise of a content marketing procedure is to reliably offer likely customers the dependable data they are searching for in regards to an item or administration. At the point when the opportunity arrives to make a buy, your clients at that point know to go to your organization, without feeling like they have quite recently left a gathering with the cliché vehicle sales rep. 

This is done through roads, for example, web-based media, blog entries, white papers, photographs, introductions and that’s just the beginning. These roads drive the content straightforwardly to a set objective crowd – content that is explicit to that crowd, even to that one person.

Renzie Baluyut

Digital marketing, content development, and brand strategy consultant Renzie Baluyut has had over 25 years of experience in sales & marketing, events, and business development. A former FM radio executive, at various points of his career, Renzie was also in the outsourcing business, concert production and promotion, and web development. A wellness and work-from-home advocate, Renzie is currently based out in the Philippine countryside. When not studying the complexities of data science or Wordpress development, Renzie does his best to catch up on reading or spending time with his growing little boy.

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