What is Content Marketing?

Content marketing is a strategic process of producing, curating and sharing structured, relevant content of value to attract, retain and grow a clearly defined audience.


Why are you creating content? Are you looking to generate leads? Improve your Google ranking? Is it sales you are concerned about? Do you want to position yourself as an expert in your industry? Your content marketing goals will influence what you publish, where you publish, and how often, as well as how your organise and categorise your content.


What does your target audience want to know more about? Creating original content helps to attract high-quality leads and turn them into customers. As a content creator you control the message and the type of content.


Successful content curation involves putting your own unique spin on others’ content by commenting on it, or by framing the discussion around the reasons your audience should find the information valuable.


Do you have a content sharing strategy for your business? If you don’t have a good content sharing and distribution strategy, there is no point in writing content. You share to attract interest and awareness in your brand and content. Find the right sharable content, method and channels that works for you and your brand.


People don’t just want answers; they want answers fast. Your content needs to be well structured and easy to scan so your audience can pick up the important bits quickly. Have a plan for every piece of content you create.


Content should not only be interesting and engaging, but also informative. Your audience is looking for something valuable and actionable.


Relevant content is content your audience wants. It is content that they finds informative, engaging, helpful, or entertaining. Consider social media, surveys, forums, webinars and events as methods for extracting feedback and finding what your target market want.

Attract, retain and grow

Aim to create content that entices, educates and influences new prospects, builds a relationship and gains their trust with the aim to achieve them as customers.

Clearly defined audience

Who are you targeting? Keep your target audience top of mind as you develop a plan and create content. Create content that will help them, address their needs and improve their lives. Developing a buyers persona can help with this.

Caroline Siassios

About Caroline Siassios

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