Content Marketing

What is content marketing?

Content marketing is a form of online marketing that includes infographics, web pages, educational articles, podcasts, webinars, videos, and e-books. This marketing approach is used to generate interest in a brand, product, or service.

These days, when people have questions, they most often turn to Google. Because Google is constantly refining its search algorithm, the search results will display the content deemed most relevant to a search inquiry. This content may be in the form of a business web page, a blog post, e-book, video, etc. Put simply, content marketing is a strategy used to produce content relevant to popular Google searches.

Why is content marketing important?

Content marketing is a critical component of business marketing today. It helps increase brand awareness, brand loyalty, and website traffic, which can ultimately increase conversions, sales, and revenue.

Key benefits of content marketing
1. It supports other digital marketing channels

Digital marketing channels like organic and paid SEO and social media are all beneficiaries of content marketing. High-quality content provides users with valuable information and encourages them to engage with your brand, and can also appeal to Google’s algorithm and improve your search ranking across channels.

2. t’s an inexpensive marketing approach

Paid advertising can quickly drive up your monthly costs and limit your ability to scale your marketing strategy. But content marketing can sometimes help decrease marketing costs because content can often be created by subject matter experts on your team and distributed at no cost. The more content you create and distribute, the more people can find and engage with your brand.

3. It can help attract your target audience

Successful content marketing is designed to appeal to a specific audience. The subject matter, tone of voice, and target keywords can all be strategically crafted to attract your ideal customer and encourage them to engage with your business on an ongoing basis.

4. It can support your offering and drive more revenue

Content marketing can be created to support a specific offering and aid a prospective buyer in researching and understanding your product or service. For example, if you are trying to attract prospective buyers to your new software offering, you might consider writing a blog post about current software trends. Then within the post, you can include internal links and calls-to-action that will take users to your new software web page.

5.  It can promote customer loyalty

Content marketing is the perfect way to keep customers engaged and promote customer loyalty. Send your existing customers new product announcements, helpful how-to guides on existing products, and share insights on the latest news in the market. Consistent exposure to your brand, when achieved through high-quality, valuable content, can sometimes make the difference between someone buying from your brand vs a competitor.

Common content marketing tools

Content marketing tools can be broken down into different categories according to their usage and the different needs of content marketers. Common categories for content marketing tools include content management, content team collaboration, digital analytics, email marketing, content project management, content optimization, and more.

Here are a few of today’s leading content marketing tools.


WordPress is considered to be the world’s most popular website builder, with 40% of the web is built in WordPress. More bloggers, small businesses, and Fortune 500 companies use WordPress than all other options combined.


Hubspot is a CRM (customer relationship management) platform that helps companies create content that attracts and converts customers.


Paymo is a work management software for teams to keep your team aligned and engaged. This platform allows you to manage tasks, create team schedules, track work time, and bill clients all within one platform.


Slack is a workplace communication and collaboration tool that brings your team together in channels, helping everyone stay on the same page and communicate with ease.


SEMrush is a content marketing tool that allows you to create and execute a powerful data-informed content strategy. Engage in content ideation, creation, optimization, and measurement with features such as topic research, marketing calendars, SEO content templates, SEO writing assistant, brand monitoring, post tracking, content audits, and more.

Google Analytics

Google Analytics is a digital analytic service that gives you valuable insights into your online marketing strategy. Using Google Analytics you can measure your advertising ROI as well as track the performance of all online applications.


MailChimp is an all-in-one integrated marketing solution that helps you automate your marketing and reach the right people with the right content.


Basecamp is a leading project management and internal communications tool that includes features like message boards, to-do lists, schedules, docs, file storage, real-time group chat, and more.


Salesforce is a CRM platform that brings companies and customers together. It gives your marketing, sales, commerce, and service departments a single, shared view of every customer.


Yoast is a tool that helps you to improve SEO on your website and in your content marketing by evaluating how SEO-friendly your content is, and providing suggestions for how to improve.

Relevant Terms

Search Engine Optimization

Search Engine Optimization (SEO) is the practice of optimizing your website to increase the quantity and quality of your traffic via organic search engine results.

Customer Experience

Customer experience is the sum of all interactions a customer has with your brand throughout the customer journey, both direct and indirect.

Title Tags

A title tag is the clickable title of a webpage that appears on the Search Engine Results Page (SERP) and in a browser tab.

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