What is Content Marketing?

And how can it benefit my business?

The term Content Marketing has been thrown around a lot in marketing and business circles over the last few years. But what does it actually mean.

Content Marketing Institute (CMI), defines it like this:

"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"

Of course, in order to use content as a tool for marketing your business online you need to have access to a steady stream of fresh, relevant website content.

What is Content Marketing? And how can it benefit my business?

Curated content can be a partial solution, but it is also essential to make use of 100% original content that is customised to reflect the unique characteristics of your business and speak to the needs and interests of your customers or potential customers.

When it comes to making use of original content to promote your business, you have two basic choices:

Generate it internally - i.e. write it yourself or have a staff member draft it for you
Have it generated externally - usually by a copywriter (a type of commercial writer) familiar with both business practice and internet marketing principles

Contact me Now to find out more about how I can help you engage with and enhance the loyalty of existing customers, attract new customers, and position your business as a source of credible information and expert by crafting unique content suited to your brand and industry.

Original content can be used for a variety of purposes, for example:

To populate static pages on your company website, informing people about what your business does and why they should contact and buy from you.
Posted on your company blog to inform, entertain and increase the loyalty of your existing customers and attract new readers that can be converted into customers
Shared on social media channels to increase engagement and interaction with your customer base and attract traffic to your website/blog
Used as material for your email marketing program (still one of the most effective marketing tools available)

Over the last few years Content Marketing (especially in its online form) has evolved to the point where it is now one of the most effective forms of marketing. The practice is well-established internationally and South African companies are increasingly rolling out their own content marketing strategies.

"Traditional marketing talks at people. Content marketing talks with them." Doug Kessler

"Social media is the new telephone. Content marketing is the new brochure." Jay Baer

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