A Guide to Digital Marketing

CONTENT MARKETING
THE ROLE OF CONTENT
• • • • •
When it comes to marketing,
content is king! The Content
Marketing Institute defines as “a
marketing technique of creating
and distributing valuable, relevant
and consistent content to attract and acquire a
clearly defined audience – with the objective of
driving profitable customer action.” 13 In other
words, it is about being helpful to customers
making buying decisions.
Brand
Awarness
Lead Conversion
& Nurturing
CONTENT IS THE PRESENT — AND FUTURE —
OF MARKETING
The key here is value. Anyone can post piece after
piece of content, clogging up people’s inboxes or
content streams, but content marketing is about
strategically creating content (whether it’s an
eye-catching infographic, viral video, or ebook)
that helps potential clients get to know your
business and see the value of your expertise.
And if there’s any doubt about the importance
content plays in digital marketing, know that
more than 70 percent of marketers say that
creating relevant content was the most effective
SEO tactic, according to a 2015 study by Ascend2.
Passionate
Subscribers
Upsell
CONTENT
GOALS
Customer
Conversion
Customer
Service
There are hundreds of content types to use in
marketing, but it’s important to understand how
to use them to effectively answer consumers’
questions. The goal is to match the message to
the most effective form of content to enhance
your overall strategy.
Retention
& Loyalty
10 timesunionmedia.com