Content is all around us. Whether we’re reading an insightful blog post or watching a goofy YouTube video, we consume content almost everywhere we go and pretty much at all times.
Because of this, it should come as no surprise that 70% of marketers are actively investing in content marketing. With a rapidly growing number of companies recognizing the value of content marketing, it’s time to make sure you’re not missing out on any of the potential benefits.
Still, it begs the bigger question: “what is content marketing and what can it actually do for me?” A valid question indeed, and one we will unpack during this introduction to our chaptered guide to content marketing fundamentals.
What Is Content Marketing?
Content marketing is the process of using content to connect with and sell to a defined target audience. Content itself can come in many different forms, including articles, videos, and images. With that in mind, the content you give your audience needs to always offer consistent value and be delivered in a strategic manner.
One example of content marketing we can look at is Shopify. The B2B e-commerce company boasts a blog that is updated with new posts almost daily. The content on Shopify’s blog is generally a blend of educational pieces, thought leadership pieces, and company news. Shopify also has a YouTube channel that offers video content with everything from straightforward software tutorials to creative testimonials that highlight business blunders.
The substance Shopify covers through its content shows that the company is speaking to an audience of business owners. The content Shopify creates reflects what business owners care about and is delivered regularly, so those audience members become invested in the content and, as a result, the company as a whole. People start to pay closer attention to what the company is saying about business and look to them as industry experts on the topic. That’s the power of content marketing.