What is Content Marketing?

If you are looking to build an engaging relationship with your potential and existing customers, you need to work on your content marketing.


If you are new to marketing, you may be wondering what content marketing means. The Content Marketing Institute defines it as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”


If you are still wondering what that means, here it is in a nutshell. Content marketing is the act of putting out valuable information to the public with the end goal of converting them into customers.


Content marketing is the act of putting out valuable information to the public with the end goal of converting them into customers. Click To Tweet


To make content marketing work, you need to put out great content that engages the public and keeps them coming back. Every time someone engages with your company, your company is gaining credibility in their eyes. As you gain more credibility, you become a subject matter authority to them making it easy for them to convert into your customer when the time to purchase comes.


Examples of Content Marketing

There are numerous ways you can use content marketing strategies for your business. Depending on the market you are in, some types of marketing will work better than others. Here are some great examples to get you inspired.



Videos are a great way to engage with your audience. In fact, businesses who used videos as part of their marketing saw their revenue grow 49% faster than companies who did not use video.


If you are interested in implementing videos into your marketing strategy, YouTube might be your platform of choice. Studies have found that among the 18-49 year old demographic, 8 out of 10 of them will watch YouTube monthly. So, to grab this demographics attention, videos are where it’s at.


The great thing about videos is the opportunity for your imagination to run wild. Your seemingly nonchalant product can be a YouTube sensation with the right idea.


Take the blender company BlendTec. Its use of videos showing how well their blenders can reduce everyday objects into powder have become an internet sensation and have increased their sales by 700%!

At the time of writing, this video has received over 5.9 million views. So, as you can see, by putting just the right spin on your product, you too can become a YouTube star.



Another out of the box example comes from the bathroom tissue company Charmin.  The company has always had a sense of humor about itself and it takes that humor to the next level by creating a number of apps for site visitors.


Charmin content marketing example


The Sit and Squat app helps the user find public restrooms near you for when the call of nature hits unexpectedly. The bathroom games app gives the user something to do once they have found the restroom. Both of these apps offer the Charmin customer something of value and helps keep the Charmin brand top of mind. It must be working as the Sit and Squat app has been downloaded over 100,000 times.


Create an Experience

Sometimes consumers care more about the experience than the product itself. Coke has capitalized on this by creating customizable coke bottles. Coke is a worldwide brand and is readily available everywhere. From the local corner store to the office vending machine, chances are you can buy a Coke.


What makes this example unique is that when Coke launched its Share a Coke campaign, it didn’t focus its campaign on how great the beverage was. Everyone is already familiar with the brand. Instead what Coke did was focus its efforts on creating an experience for its customers. Suddenly, everyone wanted not just any Coke but a personalized Coke.


This marketing strategy was a brilliant move as it not only inspired consumers to purchase a Coke product over its competitors, but it turned consumers into its advertisers. By inspiring consumers to gift personalized Coke bottles to friends and to post pictures of themselves with the personalized bottles, they helped to keep the brand top of mind in the public.


How Content Marketing Can Help You

No matter which type of content marketing you choose, it all comes down to building brand awareness and trust.

With so many great examples of content marketing, you may be wondering exactly how this strategy can help grow your business. According to Josh Steimle, this marketing strategy allows you to create content for your social media marketing campaigns and it contributes to your SEO by generating natural inbound links. The Content Marketing Institute also points out that this strategy helps you build an interested and engaged audience, helps you to acquire new customers, and helps to build increased revenue with existing customers.


With so many benefits, it should definitely inspire you to start building your content marketing strategy today.



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