The Importance of Content Marketing

What is Content Marketing? The Content Marketing Institute defines content marketing as:

"Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action."

Key word? VALUABLE! It’s what changes this definition from one that could describe nearly any type of advertising or marketing.

When it comes to content marketing, the biggest goal is to ensure that your consumer comes away with something of value from your marketing content. It adds value without the sales pitch. The content itself is editorially-minded and provides information in the form of entertainment, education, emotional connection, or practical value. It brings the consumer closer to your product and your business.

What can content marketing do for you business?

1. Build your audience 2. Generate leads 3. Lift brand awareness 4. Boost corporate communication 5. Generate online sales

Consumers today are bombarded with advertisements and messages than ever before. Because content marketing is a more tailored approach to your customer’s needs, it has the capacity to resonate more powerfully with them. It allows for a way to convey your brands personality without being too promotional, which can go a long way with building brand trust.

The biggest mistake you can make is thinking that making good content is enough. An idea could be interesting and engaging, but not aligned with your brand’s core message or objectives. In that case, it’s not effectively building your brand in the eyes of your audience or furthering your brand’s goals. Likewise, a piece could be massively on-brand, but simply not engaging to the right audience because it’s not directly addressing their needs and interests. In that case, you just won’t get in front of the right people.

Content marketing may be a long-term strategy, but the sooner you start investing in it, the sooner you'll start reaping the benefits. The longer you wait to get started, the longer it will take. If you currently don’t have a content strategy, it’s time to get to work and you’ll be glad you did!

If you are looking for ways to boost your presence, we can help! Give us a call today at (515) 499-4837 or email our team for a free consultation at

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