What Is Content Marketing?

You just heard that someone mentioned “content marketing”, but you know what it is, but you are embarrassed to ask anyone. Congratulations, this article is for you.

The Content Marketing Academy is an online resource that provides all the information related to content marketing, thereby defining content marketing:

Content marketing is a marketing technique used to create and distribute valuable, relevant and consistent content in order to attract and gain a well-defined audience with the purpose of driving profitable customer behavior.

The key word here is “valuable”. It is this definition that is different from the definition that can describe almost any form of advertising or marketing. You can determine whether a content is part of a content marketing campaign, if people are looking for it, if people want to consume it instead of avoiding it.

Was the same for Volkswagen’s 2014 “Game Day” ad? At the time of writing, advertising or content marketing, the ad has been viewed nearly 18 million times on YouTube? The answer is both, it depends on how everyone who touches it receives it.

The same applies to any content marketing you create, depending on whether the recipient derives value from it.

Of course, the goal is to provide as much value as possible to as many target audiences as possible from content marketing. At this point, despite the definition and explanation, you may still want to know what content marketing is. We can be more clear by considering some examples.

Five Content Marketing Examples

There are as many types of content marketing as there are types of content-too many to cover here. My purpose is to introduce you to content marketing and make you think like a content marketer so that you will discover the business opportunities around you.

Soon, you will think of 50 content marketing ideas every day. You will not be able to stop seeing opportunities to create content. Here are five examples to help you start thinking.


These are usually long vertical graphs that include statistics, charts, graphs and other information. If you need some examples, here are 197 infographics on content marketing topics, curated by Michael Schmitz, head of the Munich Publicis Content Lab.

The effectiveness of infographics is that if a chart is good, it can be delivered on social media and published on the website for many years. You can get professionally designed infographics by hiring contractors on sites like oDesk, or, if you want to eliminate some risks, you can work with companies like Visua.ly.

A decent infographic usually costs you at least $1,000 to design, but if you hire a contractor or agency to include strategy and planning, research, copywriting, and design, it can cost you thousands of dollars.

Another problem is to promote this infographic to bloggers and the media. Or, you can set up a board of directors on Pinterest and plan infographics on topics related to your business. That’s also a form of content marketing, it only takes your time. Hey, it works for Michael.

What Is Content Marketing


What is the difference between a normal web page and a content marketing web page? Consider the SEO introductory guide from Moz, a company that is a provider of SEO related tools and resources.

This freely available resource has been viewed millions of times and attracted countless customers, otherwise they might never get lost by Moz and the services it provides. Or take a look at the case study of design company Teehan + Lax.

Most case studies are boring. Their case studies are fascinating. That is the difference between simply placing content on your website and content marketing.


Michael Hyatt, the author of the best-selling book “Platform: Being Noticed in a Noisy World,” practiced his preaching. His “This Is Your Life” podcast is downloaded 250,000 times a month.

When Hyatt elaborated in his blog post “4 Reasons You Should Consider Starting Your Podcast”, “Podcasting allows you to gain visibility in a completely different world (mainly iTunes). I have many newcomers who say They didn’t hear of me until they stumbled to find me on iTunes.

Hyatt provides valuable information and advice in podcasts-all for free. However, the podcast brought more book sales, course registration, and more opportunities to ask him to be a speaker.


Gary Vaynerchuk is a master of content marketing using online videos, just check out his YouTube channel. He started making videos to promote his family’s wine shop, and through these videos and other online marketing, he eventually developed it into an empire with $45 million in assets.

Video and podcasts are a largely untapped form of content marketing because people think it is expensive and difficult. But as the cost of professional equipment drops, creating high-quality video and audio content is easier than ever.

Amateur video content marketing has been used to sell blenders, launch new dental products, and market Hong Kong visa consulting services. What videos can you put on your company that might change your destiny overnight? This may be easier than you think.


Just like movies, people often think that books are selling themselves, but savvy marketers don’t just sell books for the sake of selling books, they sell books as marketing tools. Michael Port’s Sales Manual Book Yourself Solid is a good book for entrepreneurs, salespeople and marketers. Although I’m sure Port is happy to sell his book, this book is a tool that can attract customers to use His coaching and speaking services.

Although it is easier than ever to publish a book through self-publishing, there are still people who think it is difficult and only reputable professionals can publish business books. Publish your own content, even if people don’t read it, you can still use it as a form of content marketing every time you are introduced as the “author of…”

These are just some examples of content marketing. I can also mention white papers, e-books, applications, public lectures, presentations and blogs. The entire book has been written about the use of these books in content marketing.

Why Content Marketing?

Understanding why content marketing is important to your business may be more important than understanding content marketing. First, we need to understand the four steps of the buying cycle:

Awareness. Before realizing it, customers may have a need, but they don’t know there is a solution. the study. Once the client knows the solution, they will conduct research for self-education. For example, car buyers will try to find out what different types of cars exist, and which ones will meet their needs.

Consideration. At this time, customers began to compare different products from different suppliers to ensure they get high-quality products at reasonable prices. buy. Finally, the customer makes a decision and proceeds with the transaction.

When it comes to the latter two steps, traditional advertising and marketing are very useful. Content marketing enters the first two stages of the buying process by raising awareness of solutions and promoting products that they may never have considered.

In my own company, our use of content marketing has grown by more than 1,000% in the past year. Potential customers find our content, find value in it, and when they contact us, they are already convinced that they want to work with us.

We don’t have to adopt any high-pressure sales strategy, we only need to develop detailed information, sign an agreement and start using it. Before we know that potential customers exist, the trust that usually needs to be established throughout the extensive sales cycle has been established.

If executed correctly, the return on investment of content marketing can be staggering. We did not spend a dime on our own content marketing, or even spend too much time. 95% of our success in content marketing can be traced back to several articles I have written, which took 20 hours in total.

Content marketing also provides other benefits because it supports other digital marketing channels. It provides other content for social media marketing and contributes to SEO by generating natural inbound links and establishing good content on your website that can be found in search engines. In fact, for many companies, most of their SEO work should focus on content marketing.

How Do I Get Started?

There are many companies that provide content marketing services, usually in conjunction with SEO or PR. If you are just too busy to do it yourself, and you are not prepared for internal management, then hiring a company may be your best choice.

However, if you want to participate and conduct your own content marketing, the easiest way is to start a blog. It may be difficult at first, but the more you do, the better you will be. Follow the tips of sites like Copyblogger and you will quickly learn how to make content for your website or blog to attract readers and turn them into customers or customers.

However, while technically good articles and correct headlines can help, they are not the key to creating the best content (which is the best form of content marketing).

See Also: What is Social Media Marketing?

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