The Ultimate Guide to Content Marketing: What It Is and Why You Should Use It

Written by

Tyler Besse

Published on

The Ultimate Guide to Content Marketing

Your business will thrive with an engaging content marketing strategy. It starts by deciding what you want your audience to know about your company or service, and then leads into the creation of a blog post or webinar through which information is given.

The goal of this strategy is to attract and retain customers by creating content to educate them on the benefits of your services. In this article, we will explore what content marketing it is, why it’s important, and how you can use this powerful tool in conjunction with other strategies such as SEO or PPC advertising to help grow your company.

Table of Contents

What is content marketing and how does it work?

Content marketing is the process of creating and distributing valuable, relevant, and consistent content to attract your ideal customer.

Many businesses these days are trying to use content marketing as a way of increasing customer engagement and loyalty. By delivering high-quality messages tailored specifically for different audiences, the hope is that customers will engage with their company or product more often through various types of media channels like social media, website blogs etc. This helps potential customers understand who you are as an organization and what value you can offer them.

The key is to answer the most common questions customers have about your product or services.

What is the role of content marketing in sales?

Content marketing is a strategy that helps companies connect with their customers, drive traffic to the website, and increase sales or leads.

The goal of content marketing is to create compelling content around your company’s products/services in order to generate awareness and interest from your target audience. By doing this on an ongoing basis – you will see steady growth over time. One of the keys to content marketing is to produce consistent and valuable content for consumers.

The Content Marketing Institute found that 74% of buyers say they research online before making a purchase decision.

Try to think about what questions your potential customers may have before purchasing. Then create guides, FAQs, blogs, videos, and more to answer these questions. This type of engaging content will not only drive more leads to your website but will help more of them convert because you are building trust with them by answering their most questions.

Content Marketing Tips

Is content marketing the same as SEO?

Content marketing is one of many aspects involved in an effective SEO strategy. Content marketing, much like SEO, is an effective way to generate leads and increase sales.

If done correctly, it can also help you improve your Google search rankings. Therefore content creation should be a priority for any business looking to increase their audience and grow its customer base.

In order for the strategy to work effectively, it requires a lot of planning and attention to detail on all aspects including goals, audience persona, and target keywords/keyphrases.

Keyword research tools like Google Adwords Keyword Tool or SEMrush’s Organic Research tool are good resources for identifying what keywords are worth targeting in articles and blogs.

A successful campaign will have set goals with corresponding KPIs that are tracked through analytics platforms such as Google Analytics or HubSpot.

Is content marketing effective for growing a business online?

This is one of the most effective ways to grow your business. It starts with a strategy, and then it moves on to content creation, promotion, and measurement. A successful content marketing campaign will have goals for leads or sales generated through the blog post, webinar, or video that has been created.
Creating valuable content on a consistent basis is the most important aspect of this business strategy. The goal for these types of campaigns will be generating leads or sales so you need to create high-quality writing that’s concise yet packed with helpful tips & tricks.

If done right as an ongoing tactic you’ll start seeing real results after just a few months from all your hard work.

What are the channels that can be used for content marketing?

There are many channels that can be used with the most common ones including blogs, videos, webinars, and social media posts.

You want to use as many different types of platforms as possible so you’ll have the best chance of reaching your target audience! For some businesses, it might make more sense to focus on a single channel like Facebook or LinkedIn where they already have an established following.

Best Platforms for Effective Content Marketing

How long does it take for content marketing to work?

Content marketing can take some time to work, but it’s an effective long-term strategy for growing your business. Some businesses will see a return on investment in as little as four months with content marketing. The important thing is that you have the right plan and goals when starting out so you know what’s working and what isn’t.

By investing in content you are able to reach a larger audience and provide them with the information they need about what you have available. You will be creating more exposure that leads people back into your store or website where they may make purchases!

How can content marketing help a business grow?

Content marketing is an effective way to grow a business – it’s actually one of the most successful ways!

It can be used for lead generation, sales conversion rates, and customer retention. With so many benefits, this form of digital marketing should be incorporated into every company’s strategy.

By driving more traffic to your site, you increase the chances of people finding your business. If you have a blog post or webinar that educates visitors on what you do and why they should use it, then you’re more likely to convert them into a customer.

Content marketing is also effective for lead generation because when companies share their knowledge in an engaging way they reach potential customers who might not know about their products or services otherwise!

Content promotion can be done through social media networks like Facebook, Twitter, LinkedIn, etc. Promoting pieces of content helps get the word out so others will see it too – this could result in increased traffic which translates into more leads and sales conversions overall!

How long should content be in order to be effective?

Content marketing should be as long or short as is needed to get your message across. Some content may only require a few sentences, and others need to have more details in order for the reader to understand it properly. The length of the content doesn’t matter so much; what matters most are the quality and relevance of the ideas presented.

However, for a blog to be effective, most SEO agencies will recommend a minimum of 500 words with longer articles being more easily findable on Google. Take this article for example, if we wrote about any one of these commonly asked questions we wouldn’t garner too much attention from search engines. But since we combined all of the most common questions into one article, we are able to build a substantial piece of content that can be found organically online. Hopefully you are reading this because you found it on Google!

How long should content be?

What types of content can I use?

The answer varies depending on your business goals, but some common examples include blog posts, ebooks, webinars, podcasts, videos – anything that will provide value for readers who want information about whatever you’re presenting. For example if you’re an accountant then your audience might appreciate a blog or video presenting tips about tax preparation.

Why is content marketing important for B2B businesses?

This digital marketing strategy is important for any business. For b-to-b this is an effective strategy because it can help you build trust and authority with your customers. Which in turn helps to drive sales, leads, and traffic to your website. It also has a longer shelf life than traditional advertising methods like print ads or television commercials, so you have more time to gain conversions from your content before they expire!

How to develop a content marketing strategy?

This strategy is centered on the goals you would like to achieve for your business.

It starts with a brainstorming session, where you can list all of your ideas in order from most appealing to least appealing or vice versa. Then you pick one idea that matches the company’s goals and work through each step necessary to implement it effectively.

Developing an effective content marketing strategy takes time, but when followed correctly will increase leads and sales exponentially over time.

How content marketing helps drive sales for businesses?

Content marketing is a powerful way for businesses to increase their web traffic through higher rankings in search engines. This leads to more visitors who are interested in the company’s products and services, which will lead to more sales.

The process has three main steps: research, create, and publish.

A business will start by identifying their target audience based on demographics (age, gender) or business needs, then they’ll do some market research to see what people are already writing about or searching within the company’s industry. They’ll also keep an eye out for any trends that could be of interest to their readership – this is where social media listening comes into play as well.

Once topics have been identified, they can move onto creating a high-quality piece of content with lots of valuable insights and insightful statistics relevant to the topic at hand. This creates a richer experience for readers who engage with it which leads them back onto your site again in order to read more or to convert into a customer.

Even if they don’t convert the first time they come to read a blog post or content, they at least will begin to learn about your brand and start to view your company as an authority in that field.

Content Marketing Guide

How does SEO fit in with content marketing?

Content marketing is one of the main aspects of SEO. Search engines rank web pages with relevant new content higher than those without it, and so by providing valuable content on items related to your industry or service you can help Google identify you as an authority in that field.

Content marketing should be a part of any SEO strategy.

How does content marketing relate to traditional marketing?

This is an inbound marketing strategy and it’s much different than traditional forms of advertising. 

Content Marketing has the goal to attract audiences instead of forcing you on them. Conventional marketing techniques focus on interrupting people with unwanted messages from a company about their product or service through the form of TV ads, billboards, mail flyers, etc.

These days content marketing encompasses email newsletters, blogs, social media posts, and more. It also includes video tutorials on YouTube and other platforms where consumers may find your business online; even podcasts! The key is developing a content plan that answers common questions about your products or provides people that have an interest in your niche with valuable content that they want to read, watch or listen to. 

How to create a content marketing strategy?

There are a few key points that you will need to keep in mind when developing your strategy.

Content should follow the customer journey: Marketing is more about people than it ever has been before, and we can no longer just worry about what’s on our website or social media channels.

We have to know where the potential customers are during every stage of their buying process and adapt our messaging accordingly. You should focus on understanding how your target audience uses technology so that they’re most likely to consume any type of informational material you create for them.

For example, if someone does research online before visiting a physical store then make sure there is some information available related to this topic on your site.

Your content marketing strategy should answer common questions about your product or services. Don’t bury your head in the sand and ignore these tough-to-answer questions. Instead, embrace what your competitors won’t. This will give you a leg up, and potential customers will view you as the authority in that industry. So when it comes time for them to make a purchase, who do you think they will go to?

Sales Funnel

Where does content marketing fit within the sales funnel?

Content marketing fits at all points within the sales funnel.  Think of it this way: if you don’t have content at all points in the funnel, your potential leads may miss your company within their search process.

Content marketing can be used to attract traffic with top-of-funnel content and middle-of-funnel content—the problem is that these two types of content are not mutually exclusive. You need both kinds for a full sales funnel. However, bottom-of-funnel content should still exist on its own as well since there may come a time when only visitors who are ready to buy from your company will see or consume it. 

Bottom line? Every type of article or video has its place within the sales process; they just need to strategically align with where someone falls in the purchasing process.

Try to think about and identify the common questions asked at each point of the purchasing process. Then create content that answers these questions.


It’s clear that content marketing should be one of the main components to any digital marketing strategy. 

Now that you know what content marketing is and how it can help your business grow, here is one simple tip for getting started. 

The first step to any successful campaign is creating an in-depth strategy. This includes setting goals and understanding who your target audience is. Once these are established, the next steps will be easier because they’re tailored specifically to each individual company or organization. 

Contact Us

Recent Articles

View All