Content Marketing: What It Is, and Why You Need It

By Anthony Pollino| 2 Min Read | February 15, 2016

content marketing

“Content is king.”

Those three words are some of the most powerful — and popular — words you’ll hear from any inbound marketing company. Creating great content is a must for any good search engine optimization (SEO), email marketing, or social media marketing campaign. Without content, none of it is possible.

Although many businesses want to create a digital presence using many different marketing strategies, quite a few businesses prefer to keep it simple and focus on content marketing. But what exactly is content marketing? And why is it such a driving force behind all other types of digital marketing?

Content Marketing: The Definition

“Content” is often used as a synonym for “written media” in the digital marketing world, but it’s really much more than that. Many content marketers consider photos, infographics, videos, and social media posts “content,” in addition to all the traditional written content, like blog posts and news articles.

Content marketing is all about creating pages online that inform and engage your customers, while also helping you build your overall brand and build your SEO.

What Does Content Marketing Look Like?

What exactly does content marketing look like when businesses start focusing on it?

Some businesses consider their blog to be the foundation of their content marketing strategy. While SEO typically considers the more technical aspects of content in addition to content creation, the marketing side of things is focused on finding interesting topics that resonate with audiences.

You might find that written content just isn’t very effective, and that’s okay. It only takes about 10 seconds to form an opinion about a website when you land on its website, and Internet users typically only read a little more than 25% of what’s written on the page. Many businesses focus their content marketing on visuals because of this.

Why Businesses Need It

Content marketing isn’t something that businesses can afford to ignore any longer, even the small businesses that get most of their business from customers shopping in-store. More than generating a profit, content marketing matters because it helps businesses build up a recognizable and respected brand.

There are an estimated 27 million pieces of content shared online every single day. Is your business part of the movement yet?

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