what is content markting about

What Is Content Marketing About And How Is It Important For Your Business?

First off what is content marketing about?

Content marketing is a marketing strategy that focuses on creating and distributing valuable and relevant content to draw a target audience with the ultimate objective of making that audience buy your products and services and, thus, create profits for you.

Content marketing also enables you to establish yourself as an authority in your field and be recognized as a thought leader in your niche.  This helps build trust with your market.

And when you provide your audience with relevant content, you are able to help them solve their problems and assist them in resolving their issues which, in turn, makes them trust you.

The trust that is created then results to customer loyalty.

With content marketing you do not have to implement hard-sell promotional tactics.  When prospective clients read your content and find relevance and value in these, you would already have accomplished most of the marketing work.

The trust that is built during this phase of the selling cycle is created and greatly helps convert them into buying customers.

The Customer Purchase Lifecycle

To better grasp the significance of content marketing it is essential that you understand the steps in the customer purchase lifecycle.

This is the cycle from the time a customer learns of a product or service to the time that they actually make a purchase. These are the controlling factors that determine how close a potential customer is to becoming a paying client, which is your ultimate goal as an online marketer.

When you understand the cycle you will understand how important content marketing is to your marketing strategy.

Your ultimate goal as an internet marketer is to make profit and to be able to sell you need to understand your potential customers and how they think.

Once you do this, you are able to plan out a marketing strategy, which includes content marketing, that will enable you to realize this.

the customer purchasing lifecycle


Research Phase

Before people reach the purchasing decision, they normally would like to get more information for a particular product or service.

It is important for them to understand the concept behind the product before they even consider buying that product.  This is called product awareness.  People usually get this information from several mediums – television, newspapers, magazines, online search, Facebook, Twitter.

Today people tend to gravitate towards the online medium to do their research.  Whenever one needs to find out about anything today, the first impulse would be to go online and “google it”. For example, someone looking to buy kids’ dresses would be interested in getting information on what styles are trending nowadays, the prices and where to buy this.

Decision Phase

Buyers go through a decision phase where they try to find products or services that will suit their needs.   The research will include comparing several similar products and finding out each product’s pros and cons, good points and bad points.

A lot of people tend to find product reviews help a lot in making a decision.  Product reviews done by people who have actually tried the products or services will usually be instrumental in making the decision to buy.  These reviews can be found through Google research, Facebook and other social media channels.

Good internet marketers usually deliver convincing reviews on their blog and highlight their products or services in their social media tweets, posts or calls to action, which will help sway readers’ decision and give them that needed push to buy.

The Purchasing Phase

This final phase is where the buying action takes place and this is where the prospect is converted into a customer.

During this phase a buyer has made up his mind and is ready to buy and it will normally be difficult to change his decision.  The search and research is done at this point.

Your ultimate goal as an internet marketer is to get people to reach this point by walking them through the process and helping them buy.

It is important that you understand some facts about your potential customers.

Customers today have, more than ever, more access to information about available products and services. And they spend money for something that will improve their existing situation or solve a problem that they have.

Another fact is that people buy only from people they trust and they rarely buy on their first exposure with a product or service.

It typically takes around 7 contacts (website visits, emails, newsletters, etc) before they reach the trust stage and eventually the purchasing phase.

Knowing this, how then can your business benefit from Content Marketing?

what is content marketing about

Content marketing has become one of the most powerful tools for connecting with your customers and growing your business. Following are only some of the benefits that content marketing can bring your business:

Drive traffic to your site. When you provide relevant, quality content that solves your target audience’s need or problem you automatically create inbound traffic.  And the more pages or posts that you have that address their needs the higher traffic your site will generate.

Help position yourself as an expert in your niche.   Customers buy only from those that they trust.  That trust is created when you are able to establish yourself as knowledgeable in your industry and publishing informative quality content is an effective way to do that

Create engagement with your target customers.  Engagement builds trust.  And trust creates loyal and sustainable customers who will patronize your products and services.  And when you are able to maintain the engagement and trust with them you

Help your customers to transition to the purchasing phase.  As I mentioned above, customers pass through the research and decision phases before deciding to buy.  When you have quality content that are relevant to their needs and are able to resolve their dilemmas, then you are able to create a link with them and become their go-to resource.  The trust that this creates becomes a great factor in deciding to purchase from you later on.

Create product or service awareness with your target audience.  When you create and promote relevant, quality content you are able to inform your audience about your products or services. This not only time-saving but it is also a cost-effective way of selling.  As you create engagement with your audience, you are able to build lasting relationship with them.  And this all translates to more profit for your business.

Generate more leads.  Businesses that use content marketing as a strategy generate more leads than those that do not.  When you create content that zeroes in on your target customers’ needs you are able to establish yourself as a trusted brand and can build a relationship with those customers.  And when your customers are ready to buy you will be at the top of their list.

What are the types of content that you can use in your content marketing strategy?

Following are just a few of the types of content that you can use in your content marketing strategy:

Lists.  List posts are very popular and some of the most effective types of content.  Headlines like ”How Is On Page SEO Done? 15 Powerful Ways” have a way of attracting a targeted audience.  Content that presented as a list is easier to remember and people seem to be more drawn to a numbered list.  You will never go wrong with this type of content.

How-To.  How-to content shows a step-by-step guide that is another very effective type of content to use.  It is informative, and if presented right, is very easy to understand and learn from, thus, its popularity.  It is also a targeted form of content because it is specific to a searching market.

Images.  When used properly, images can enhance your text content.  Images also have a higher chance of attracting an audience, thus, increasing your chances of getting found in organic searches. People are visual beings and are naturally more drawn to images when presented with a choice.

Infographics. Infographics are attractive and because people are highly visual these are very powerful tools to use in your content marketing strategy.  People also generally love facts and statistics thus, infographics are very popular.  And because they are attractive, people tend to share them more than text posts, thus, giving your site more reach.

what is content marketing about

Videos.   Videos convey the message very effectively and is another powerful tool to add to your content marketing strategy.  A lot of people relate better to videos than to text posts and find these easier to understand and follow.  Besides, your competition is using videos extensively so it would benefit you greatly if you leveraged these for your marketing strategy.

Product reviews. Doing product reviews further helps you to establish your authority in your niche.  When you share your experience with particular products and give your recommendations you also increase engagement with your audience as you share with them your views.  Here is a sample of a comprehensive product review that you can check out.

 Testimonials.  Testimonials is another powerful content marketing tool that you should use.  Comments and endorsements based on first-hand experience with your products and services adds to your credibility and are testaments to your reliability.

Ebooks. You can also offer a downloadable product in the form of an ebook as part of your content marketing strategy.  This allows you to hit two birds with one stone – you get to bolster your authority as you share your expertise and at the same time, when you give this in exchange for your audience’s email address, you are able to build your mailing list.

Case studies.  You can also present case studies of customers you have been able to help and share their success stories with your audience. Through case studies you can show the value that you offer that you are offering your audience.  This is another powerful way to influence your prospective customers into transitioning to the purchasing phase and making a buying decision.

These are only some of the ways you can use content in your marketing strategy.  I am sure, as you go along, you can think of many others.  And whatever content type you choose to use, it is an established fact that content marketing can and will provide your business numerous benefits. You just can’t ignore content marketing if you want to achieve enormous gains in your business.

Do you have a content marketing strategy that you would like to share with us? Just leave a comment below. I would love to hear from you on this.

32 thoughts on “What Is Content Marketing About And How Is It Important For Your Business?

  1. I’m new to this whole content marketing thing and while, I don’t as yet write loads and loads of content (I’m trying to), I hope that I am offering value to my readers. I’ve been basically doing how-to’s and lists but I’m hoping to venture off into product reviews soon…maybe next month but trying to build up content some more before trying to monetise my website. I’ve though about doing testimonials, mainly from my friends, but have never considered case studies. They seem interesting but I assume that you would have to be in continuous contact with the person, maybe by email. I’ll try that too. You’ve talked about many types of content here that I have not considered but will be sure to utilise in the future. Thanks!

    1. Hi Lindsey! I can say that you are on the right track. You seem to have accomplished a lot in terms of content marketing. Just be guided by the fact that you created your website to give value to your readers and provide them with the solutions that they are looking for. With this always at the back of your mind, you will never go wrong. Give value to your audience and the money will follow.

  2. Wow you covered alot here and it is so true, people generally do buy after the trust factor has been attained especially if it is a bigger purchase. It validates where I am now, I just must get building my list again so I cn send value and service to my interested sign ins on my website. Yes I have heard that also about it takes people 7 looks at something whether the website or email etc.

    1. Hi Sharon! Yes it is all about gaining the trust of your audience. And you get this by first giving them quality content that will be of value to them. Also, when you are able to create value for them you are also able to show them the stuff that you are made of and are able to showcase your expertise. People will naturally gravitate towards those who they see as experts in their field. Good luck on your website. And more success in the coming year for you!

  3. Hi Kathy! Very good article and useful information.

    I do find that many people still are not sure what Content Marketing is all about. Some think it is just creating content and post on social media. This will surely help them to understand it better.

    The benefits of Content Marketing are so true! Many businesses still don’t understand this. Thanks for making it clear and easy for anyone to understand. I do believe Content Marketing is powerful, and especially Video will be the future of Content Marketing, leading Digital Marketing the way.

    Look forward to reading more of your expertise.

    1. Thanks Timotheus! I cannot overemphasize the importance of content, great content at that. This is the lifeblood of all internet marketing endeavors. It is, after all, the objective of every search. When users do a search online, they are actually searching for information that will be of value to them and will address their needs and problems. And as internet marketers our job is to provide them with relevant quality content that will earn us their trust. Thanks for dropping by!

  4. Hi, and thank you for a most informative post, as a relatively new marketer I found the tips very useful, I am already using some of them , but there are others in your post that I had not thought of, I have bookmarked your post for further study and am sure that when I implement them my site will benefit. I have liked this post as I am sure some of my FB followers would also benefit.
    Best Regards,

    1. Hi Ken! Great that you have been doing content marketing for your site. Content is really essential and if you want to make a success of your site, posting relevant and useful content will help you achieve success faster. As there are so many alternatives available to users online, you will have an edge if you utilize different types of content on your site. Besides giving your readers the information that they need you also make your posts more attractive and palatable to them. Thanks for dropping by!

  5. Hi Kathy,

    What a great idea. Times sure have changed from the “Wild West Web” days of the 1990s.
    If you want to be worth something and sell stuff, bring something useful to the table! Build a relationship with your visitors – treat them like family.
    I’m starting up an analog synthesizer blog in which I’ll have affiliate links. I will use some of these ideas you’ve provided.
    Goo stuff – keep up the great work. Cheers to an awesome New Year!

    – Oren

    1. Yes Oren. That is really what internet marketing is all about. Creating value for your audience and giving them useful information that they can really benefit from. And you said it right – it is all about building relationships. Only then will you be able to earn the trust of your audience and get a greater chance at conversion. Good luck on your analog synthesizer venture! And wishing you a successful new year ahead !

  6. That was a very interesting and useful article on content marketing. As a internet marketer who loves what I do. I think about this often. What do you think is more valuable in creating good content online? Authenticity or Usefulness?
    I mean I think it is important to be who you are and to be passionate about what you do. But also I find just offering people what they are looking for can draw in some good business even if you are not an expert in the arena.

    1. I think you don’t have to choose between authenticity and usefulness. All your posts have to be authentic and original. All you have to do is to make them really informative so that they become really useful to your target audience. It takes good research and learning to become an expert in your chosen field. In fact when you write posts that you don’t even know much about, you get to learn from your research and get the opportunity to apply what you have learned. That is where expertise comes from actually.

  7. When they say that there is a lot of information for us to learn and use to the best of our ability. They are right and you are living proof of what a good student can do with information. I wish you luck in all your endeavors.

    1. I really hope I was able to impart good, useful information to all. I cannot overemphasize the importance of great, relevant content for internet marketers. Content is the lifeblood of our websites and I just hope that everyone realizes this and takes advantage of content marketing in their marketing efforts.

  8. Woo, stormingly good advice on what is content marketing my friend. I felt that it was so easy to read and the content was broken up into easy little segments to read, this is always a big plus point when it comes to me reading anything.
    Thank you for such a very informative article. It was highly appreciated.


  9. Hi, Kathy!

    Very informative article. Thank you for sharing it on the web. I am sure that the content is the king of web marketing.
    Speaking about a type of content and content marketing strategy I would like to add two important things.
    Thirst is a use of appropriate keywords and keywords research technic. The second one is social media marketing. That means sharing content through Facebook, Pinterest, Twitter, Google + …
    Do you agree with me?

    1. Hi igorze! Totally agree with you. Keywords and social media sharing are an essential parts of SEO and a good part of content marketing. I have a post that delves into keyword and keyword research and how this is vital to optimization of your posts and pages. Some may say that keywords are a thing of the past but I still say this is still and will be an important aspect of SEO. Thanks for sharing.

  10. Hello,

    I do understand the aspects of content marketing. And, I do understand that relevant content can provide useful information and engage your traffic. The problem, I think most of use run into, is coming up with quality, relevant, and interesting content on a regular basis.

    I mean, sometimes you’re able to come up with contend, and other times coming up with is like pulling teeth. You try and try, but nothing worth writing comes out.

    And, what happens when you’ve been writing content for a while? Do you eventually run out of things/ideas to write content around? What are some of the things other are doing to come up with relevant content consistently?

    1. Usually for me, in the course of writing content, I am able to derive some great ideas from the article I am currently writing. Let us say for example that I am writing about SEO and have included writing good content as part of good SEO practice, an idea crops up in my mind about content marketing and I write about that. I also am currently using a very good keyword research tool – Jaaxy – that gives me tons and tons of other keyword ideas whenever I do research on a particular keyword. The tool is just awesome.

  11. Hey Kathy,

    Content marketing is a great way to get some brand exposure to your website. My favorite way to do it is to create infographics for my sites. These are great and sites like to embed them on your site.

    One really good way to use these effectively is to create an awesome infographic. Then look for authors on Huffington Post, Mashable, etc. Contact the writers and then pitch them the infographic. If they use those in their writing, you get an authority backlink and 30 to 100 other links pointing to your website 🙂

    1. Because people process visuals better than text, infographics have become a very powerful tool for internet marketers to reach and get through to their target audience. And because of the simple way in which data and information is presented, infographics have much more drawing power than other forms of presentation. Thanks for sharing your ideas Garen! 🙂

  12. Hi Kathy,
    thank you for your excellent article on content marketing. Prior to reading your article, I didn’t really focus much attention on this. I now understand it’s importance as it pertains to online businesses. Creating relevant content draws attention to your website and encourages visitors to make return visits and referrals.


    1. Hi Jerome! Content is really the life blood of your site. Or rather I should say relevant and good quality content that will respond to the needs of your target market. There are so many types of content that you can utilize in your marketing campaigns, each one giving you great opportunity to put forth your ideas effectively across to your audience. I suggest that you continue focusing on creating content that will draw your market to your site and consequently allow you to convert.

  13. Hi Kathy,
    Great article! I sometimes fall into a rut and rather than doing keyword research I just start writing about what I think my audience wants to hear instead of what they are actually looking for. Then I read great articles like yours and realize I need to rein myself back in. Good job and I really like the flow of your website! Keep up the great work!

    1. Hi Chris! I really cannot overemphasize the importance of creating and posting relevant quality content. This is specially true today as Google has wizened up and can see through black hat strategies that have proliferated the net in recent years. The only thing that will drive traffic to your site. now and in the future, will be to offer your audience great content that will respond to their issues and serve their needs. This will be the most important factor that will drive traffic and ultimately conversions to your site.

  14. Awesome breakdown of content marketing! This is all stuff that I need to learn more about with regards to my own site. I’m a beginner and I’m learning as I go. Extremely useful article. Thank you!

  15. Hi Kathy,

    Brilliant post! Thank you. You covered so much. I have bookmarked the page. The biggest takeaway for me was the trust factor which is so huge.

    Without trust you really have nothing. Engaging genuinely with your audience and giving all you have I have found to be so important. I learned some time ago to give your best to your audience for free and they will have no hesitation on purchasing from you down the track.

    Great work. Keep them coming 🙂


    1. Hi Kevin! Fully agree with you on that. Building trust is what business is all about. It is important to give value first to your audience and show them the stuff that you are made of and the money will follow. Consumers do not buy on their first encounter with you. It takes developing and nurturing the relationship first to establish a real connection.

      I suggest that you focus on finding ways to give your audience a great user experience on your site and continue to create content that will give added value to them. Then get ready to see your conversion soar. Thanks for dropping by!

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