What is Content Marketing?: Content Marketing Guide

If you’re new to content marketing or looking to sharpen your skills, you’re in the right place.

What is content marketing? It’s a strategic marketing approach focused on creating and distributing content that connects with your audience, builds trust, and drives business growth.

In this guide, we’ll explain everything you need to know about content marketing in a way that’s easy to understand and apply.

Learn what content marketing is, why it’s essential, and how to create a strategy that works for your target audience.

TL;DR: What is content marketing?

• Content marketing is a strategic approach to creating and distributing valuable content to connect with your audience and drive business growth.
• Different types of marketing content include social media, blogging, lead magnets, video or podcasts, and email newsletters.
• You can customize content marketing for healthcare, technology, finance, retail, education, real estate, hospitality, and manufacturing industries.
• Successful content marketing involves adding value, finding a consistent brand voice, publishing regularly, and using visuals and multimedia.
• Wordbrew’s professional content writing services help businesses create high-quality content and drive results.

What is content marketing?

Content marketing is the process of creating and sharing valuable, relevant, and consistent content to attract and engage a specific target audience. Content marketing:

• Provides valuable information instead of direct product or service promotion. 
• Delivers consistent, valuable and relevant content to attract a clearly defined audience.
• Personalizes content to your audience’s needs and interests. 

The goal of each piece of content is to drive profitable customer actions—purchasing a product, subscribing to a service, or engaging with your brand.

In simpler terms, content marketing is about storytelling. It’s about sharing your knowledge, insights, and expertise to help your audience solve problems, make decisions, and improve their lives.

Content marketing: a brief history

Content marketing isn’t a new concept—it’s been around for centuries, evolving with technology and media. One of the earliest examples is John Deere’s “The Furrow” magazine, first published in 1895 to provide farmers with useful information and tips—and it still exists today.

Content marketing today includes a range of formats and channels, from blog posts and videos to social media and podcasts.

What are the benefits of content marketing?

Content marketing focuses on building trust and providing value, attracting new customers and retaining existing ones by nurturing long-term relationships.

These are just a few of the benefits of content marketing:

• Excellent ROI: Evergreen content works for you long after you’ve paid someone to create it. There’s no paid ads, pay-per-click, or pay-per-impression to factor into your budget. 
• Increase brand trust: Content marketing allows you to position yourself as an industry thought leader. Well-written, engaging, and accurate content showcases your knowledge and expertise and builds a community of loyal customers. Need inspiration? Here are some thought leadership content examples.
• Increase sales and conversions: With increased trust comes increased sales. Globally, customers are four to six times more likely to purchase from purpose-driven brands. Your content strategy allows you to share your values along with what’s important to your customers.
• Better SEO and increased organic search traffic: Well-written content is great for customer engagement and leads, but it’s also great for SEO. Google search algorithms were practically written for content marketing, valuing relevance, usefulness, and authority when deciding which pages reach the top of the search engine results pages (SERPs).

How content marketing works

When we talk about content marketing, we’re talking about creating content that matters to your audience. It’s not just about selling; it’s about helping and connecting.

To understand how content marketing works, let’s look at the buyer’s journey: the stages a potential customer goes through, from discovering your brand to becoming a loyal advocate.

Awareness

At the top of the funnel is the awareness stage, where potential customers learn about your brand. The goal here is to attract attention with valuable, relevant content. Think of the awareness stage as your chance to make a great first impression.

Awareness content marketing examples include:

• Blog posts,
• Social media updates,
• Infographics, and
• Videos,

that address common questions or pain points in your industry.

Brand awareness works: According to the ‎Content Marketing Institute, 84% of B2B marketers say content marketing has helped increase brand awareness.

Consideration

Next is the consideration stage. At this point, your audience is aware of your brand and is now seeking more information to help them make an informed decision.

A 2023 Content Preferences Survey by Demand Gen Report found that “respondents cited a need for valid sources, such as case studies and analyst reports, that offer a third-party perspective on the products they are evaluating.”

Content for the consideration stage should provide deeper insights and demonstrate your expertise, such as:

• In-depth articles,
• eBooks,
• Case studies,
• Webinars, and
• White papers,

… that compare options and highlight your value proposition.

Decision

Also known as the conversion stage, the decision stage encourages your audience to take action–making a purchase, signing up for a service, or filling out a contact form. Your decision-stage content should clearly outline the next steps and provide compelling reasons to act.

Conversion content marketing examples include:

• Product demos,
• Free trials, and
• Special offers,

all with clear calls to action to boost conversion.

Content marketing conversions are also an important metric to track. According to HubSpot’s 2023 State of Marketing Report, more than one in three marketing leaders prioritize tracking conversion rates as a top key performance indicator (KPI).

Loyalty

Once a customer has converted, the buyer’s journey doesn’t end. The loyalty stage maintains and strengthens your relationship.

63% of B2B content marketers have successfully used content marketing to build loyalty with existing customers, according to the Content Marketing Institute.

Keep your brand top of mind and encourage repeat business with:

• Newsletters.
• Personalized content.
• Loyalty programs.
• Exclusive offers for existing customers.

Advocacy

The final stage is advocacy. Satisfied customers become your biggest promoters, sharing positive experiences and recommending your brand to others.

According to Gartner, customers consult four to ten sources to find honest, real opinions before making a purchase. PwC reports, “Consumers also spend more at companies they trust—46% purchased more, and 28% paid a premium.”

Encourage customer advocacy through:

• Customer testimonials.
• Referral programs.
• Social media shoutouts.

Great content marketing focuses on using valuable content to: 

• Lead your audience through the buyer’s journey stages, 
• Meet their needs at each stage, and
• Turn good prospects into loyal customers.

How to get started with content marketing

Ready to get started? We’re right behind you. But before you pick up your metaphorical pen, you need a content marketing plan. The best content strategies rest on 5 basic principles.

1. Set your goals and objectives

The first step in any content marketing strategy is to define your goals. What do you want to achieve? Common goals include:

• Increasing brand awareness. 
• Generating leads.
• Driving website traffic.
• Increasing sales.

Be specific about what you want to accomplish to measure your success.

2. Know your audience

Understanding your target audience is essential for effective content marketing. Create detailed buyer personas that outline your ideal customer’s demographics, interests, pain points, and behavior:

• Who are they?
• What problems do they face?
• What are their pain points?
• Do they have any particular values or interests that align with your brand?

Knowing who you’re talking to helps you create content that resonates and meets their needs.

3. Choose your formats

Every piece of content should fit into the different stages of the sales cycle to lead your audience from awareness to purchase.

Start with keyword research to identify the topics your audience is searching for. Use tools like Ahrefs and Semrush to find high-traffic keywords with low competition, making sure your content is relevant and easy to find.

Use keyword research to brainstorm topics that address your audience’s needs and interests. Think about their questions and problems they need solutions for.

4. Decide when and where to distribute content

Creating great content is just the beginning. You also need to get it in front of your audience.

Will you write blog content, eBooks, email newsletters, or social media content? Research can help you determine where your audience is and the best channels to use.

Plan your content with a content calendar to maintain consistency and align with your marketing campaigns or events. A content calendar also helps you balance different types of content and keep track of publishing schedules.

5. Measure your results

How can you know if your content marketing efforts are paying off? Measure and analyze the results.

With the right tools, metrics like:

• Website traffic,
• Engagement rates,
• Lead generation, and
• Conversion rates,

help you understand how your content is performing and where to make adjustments.

Tools like Google Analytics, Ahrefs, and HubSpot can help you analyze content performance, audience behavior, and the effectiveness of your content.

Different types of marketing content

Content marketing takes many forms. Here are the most popular types of content marketing:

1. Social media marketing

Social media content, from Facebook posts, Instagram reels, and TikTok videos to LinkedIn updates, engages directly with your target audience and expands your brand’s reach.

HubSpot’s 2024 Consumer Trends Report found that 33% of respondents have discovered a new product on social media in the past three months, and 1 in 4 consumers prefer to discover new products through social media over any other channel. 

Social media marketing can amplify other content. The right tools can help you share a blog post on Facebook or add a link to your product’s landing page to your Instagram account.

You’ll need a social media strategy to make the most of each social media platform.

2. Blogging

Blog content gives you a platform for creating and publishing regular content on your website. Get your SEO right, and you’ll have an effective inbound marketing strategy that brings customers straight to your website from the Google SERPs.

Blogs are a valuable content marketing tool, allowing you to publish useful, targeted content that establishes you as a trusted industry expert, just a click away from where customers can purchase your goods or services.

3. Pillar posts

Pillar posts are pages on your website that introduce a topic and link to in-depth content (like this one). They show your expertise, target multiple keywords, and can improve your Google rankings. 

4. Lead magnets

White papers, eBooks, how-to guides, or in-depth insight reports mark your brand as a thought leader in your industry.

They’re a powerful way to convert target audiences into customers. You can provide content as ungated content (free and available to anyone) or gated content (require your users to complete a form to access).

5. Video or podcasts

Depending on your industry, services, or target audience, video marketing or podcasts might be the best way to reach potential customers.

96% of people say they watch explainer videos to learn more about a product, and 89% report videos have convinced them to purchase, according to HubSpot’s 2023 State of Video Marketing Report.

Podcasts are also booming in popularity as more and more people prefer the on-demand accessibility of listening wherever and whenever they like.

6. Email newsletters

Direct marketing to customers has always been powerful. Email newsletters aren’t only about putting product information in front of your leads. Share insights, brand stories, and recent blog posts to remind them how your brand can solve problems.

Pro tip: Check out our content marketing dictionary to learn more about specific terms.

Content marketing by industry

Content marketing strategies often vary across industries. Here’s how you can create content that meets the needs and challenges of different sectors.

1. Healthcare

In healthcare, content marketing provides educational and informative content that addresses patient concerns and promotes healthy lifestyles. Trust and credibility are the most important factors, so your content must be accurate, evidence-based, and empathetic.

Best content types:

• Health blogs.
• Patient success stories.
• How-to guides on managing conditions.
• Informational videos on medical procedures.
• Expert interviews.

2. Technology

Technology companies often use content marketing to explain complex products and services in an accessible way. Create content that highlights innovation, demonstrates expertise, and builds trust.

Best content types:

• Detailed product guides.
• White papers.
• Case studies.
• eBooks.
• Explainer and demo videos.
• Tech blogs.
• Webinars showcasing new technologies.

3. Finance

In finance, your content marketing should educate and help consumers make informed financial decisions. Financial topics can be complex and sensitive, so your content should be trustworthy and clear.

Best content types:

• Financial planning guides.
• Investment tips.
• Market analysis reports.
• Educational webinars.
• FAQs on financial products.

4. Retail

For retail content marketing, focus on showcasing products and driving sales. Use engaging and visually appealing content to attract and retain customers and promote brand loyalty.

Best content types:

• Product demos.
• Customer reviews.
• Style guides.
• Social media campaigns.
• Email newsletters with special offers.

5. Education

Educational institutions use content marketing to attract students, provide valuable resources, and promote programs. Create informative, engaging, and inspiring content that appeals to prospective students and their families.

Best content types:

• Student testimonials.
• Campus tour videos.
• Informational blogs on academic programs.
• Guides on college admissions.
• Alum success stories.

6. Real Estate

In real estate, content marketing helps buyers and sellers navigate the market. Offer valuable insights, tips, and market trends to help clients make informed decisions.

Best content types:

• Market trend reports.
• Property showcase videos.
• Home buying/selling guides.
• Neighborhood spotlights.
• Virtual tours.

7. Hospitality

The hospitality industry uses marketing content to attract and retain guests by highlighting unique experiences, amenities, and the value of staying at a particular destination.

Best content types:

• Travel blogs.
• Guest testimonials.
• Destination guides.
• Behind-the-scenes videos.
• Social media posts with special events or offers.

8. Manufacturing

Manufacturers use content marketing to highlight their expertise and product quality, focusing on industry standards, innovations, and practical applications.

Best content types:

• Technical guides.
• Case studies.
• eBooks.
• Process videos.
• Industry white papers.
• Articles on manufacturing trends.

Pro tip: With Wordbrew, you can access professional subject matter experts specializing in a wide range of niches. Need a press release stat? We’ve got a PR wizard who can help. Want to boost your social engagement? Our social copywriters are at your service. We match your brand with the content writers who know your industry best so your passion – and theirs – shines through. 

Content marketing for SEO

One happy by-product of effective content marketing is search engine optimization (SEO), which pushes your pages up the results pages of Google and other search engines. 

Successful content creation and optimizing your content go hand in hand.

The goals for SEO content (to improve search engine rankings) and customer content (to build trust and drive conversions) may vary slightly, but they are never in conflict. Why? Because Google values relevant and helpful content.

It’s a balanced relationship that can be a powerful marketing force, but it’s important to get it right.

For instance, overstuffing keywords into a blog post creates nonsensical content, while writing without considering search engine results page (SERP) rankings may mean your hard work goes unnoticed.

Pro tip: Hiring a professional content writer can help you with this tricky balance. Our content wizards at Wordbrew have experience turning sharp, on-brand storytelling into compelling content.

Content marketing best practices

Follow these tips and best practices to create high-quality content and make the most of your content marketing efforts.

1. Does it add value? 

Ask these questions about every piece of content you create: 

• Does it simply describe your products or services, or are you adding value to your customers? 
• How is your content addressing a need?

If it doesn’t add value, write something else.

2. Find your voice and keep it consistent

Who is your brand? Define your brand personality to nail down your brand voice.

Write out your guidelines, share them with your staff, and most importantly, stick to them. Consistency creates an instantly recognizable brand across your marketing channels. 

3. Publish regularly

Regularly publishing great content helps to:

• Maintain audience interest.
• Improve your SEO.
• Build trust.
• Keep your audience engaged.

Create a content schedule and stick to it. Whether it’s weekly blog posts or daily social media updates, a consistent publishing routine is the key to success.

Pro tip: Need to increase your content output? Wordbrew can help you create and publish regular, high-quality content. Plus, you only pay for the content you need.

4. Tap into subject matter experts

Subject matter experts (SMEs) have deep knowledge in a specific area, usually from their industry and education. Internal SMEs are experts within your organization who can give insights into products, services, and your industry. External SMEs offer different viewpoints, bringing credibility, diverse thinking, and reaching new audiences.

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Getting help from experts in your field is the best way to make unique content that tells your brand story, gather siloed industry insights, or even predict future trends in your market. Click the link in our bio to discover how Wordbrew can help 🔗 – – – #AI #generativeAI #AIcontent #contentmarketing #brandidentity #branding #brandtone #toneandvoice #brands #marketingstrategy #AIcontentmarketing #hybridcontent

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5. Use visuals and multimedia

Add visuals, videos, and other multimedia elements to make your content more engaging, visually appealing, and shareable.

Infographics, charts, and short videos are a great way to break down complex topics into bite-sized, easy-to-understand pieces.

Check out our interview with seasoned content marketing strategist Lauren Funaro to learn how to win with content:

Successful content marketing with Wordbrew

At Wordbrew, we understand that content creation can feel overwhelming. Writing high-quality blog articles, social media, and emails can be a full-time job. 

So, if you don’t have the time on top of your usual day-to-day role, here’s how Wordbrew can help:

• Access 300+ professional writers across a wide range of industries.
• Get consistent, high-quality content.
• Excellent ROI–only pay for the content you need.
• Easily scale your content up or down.

Conclusion: What is content marketing?

Content marketing helps you connect with your audience, build trust, and drive business growth. You can create a successful content marketing strategy by setting clear goals, knowing your audience, aligning your content with the sales cycle, and following best practices.

Stay consistent, listen to your audience, and keep refining your approach to see the best results.

Ready to start your content marketing effort? Wordbrew is here to help! Our team of experts can help you create and execute a content marketing strategy that drives results.

Contact us to see how Wordbrew’s hybrid content creation platform can help you create content 70% faster.