Content Creation

You've just heard the term "content marketing" spoken and think you should know what it means, but you're too ashamed to inquire. This article is dedicated to you.

Content marketing is defined as follows by the Content Marketing Institute, an online reference for all things content marketing:

Content marketing is 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.

Content marketing is a marketing approach for attracting and acquiring a clearly defined audience through the creation and distribution of valuable, relevant. Consistent material to drive profitable customer action.

The term “valuable” is crucial here. It distinguishes this definition from others that might apply to nearly any type of marketing or advertising. You can tell if a piece of material is suitable for a content marketing campaign if consumers actively seek it out and want to consume it rather than avoid it. Was VW’s “Game Day” advertisement from 2014, which has nearly 18 million views on YouTube as of this writing, an ad or content marketing? The answer is that it is both, depending on how each person exposed to it reacts. The same can be said for any piece of content marketing you develop, depending on whether or not the recipient found it helpful. Of course, the goal is to deliver as much value as possible to your target audience through your content marketing. Despite this definition and explanation, you’re probably still confused about what content marketing is. Consider a few examples to gain a better understanding.

Five Case Studies in Content Marketing

There are as many different sorts of content marketing as there are different types of content, far too many to address in this article. My goal is to offer you an overview of content marketing and get you thinking like a content marketer to spot possibilities everywhere. You’ll soon be generating 50 content marketing ideas every day. You won’t be able to stop seeing options for content creation. Here are five ideas to get your creative juices flowing.


Statistics, charts, graphs, and other data are typically included in these lengthy, vertical visuals. If you need some inspiration, Michael Schmitz, head of Publicis’ Munich’s Content Lab, has gathered 197 infographics on the subject of content marketing. Infographics are helpful because, if done well, they may be shared on social media and posted on websites for years. You can acquire a professionally produced infographic by hiring a contractor on oDesk, or you can go with a firm like Visua.ly if you want to eliminate some of the risks. A great infographic will typically set you back at least $1,000. Still, suppose you hire a contractor or agency to handle strategy and planning, research, copywriting, and design. In that case, it may set you back several thousand dollars. There’s also the issue of getting the infographic in front of bloggers and the press. Alternatively, you might create a Pinterest board and compile infographics on a topic relevant to your business. This is also a type of content marketing, and it only costs you time. It worked for Michael, after all.


What’s the difference between a regular website and a content marketing website? Consider Moz’s Beginner’s Guide to SEO, a collection of SEO tools and information. This free resource has been seen millions of times, bringing in numerous clients who would not have found Moz and the services they provide otherwise. Take a look at a case study by Teehan+Lax, a design studio. The majority of case studies are tedious. Their case studies are pretty interesting. That is the distinction between merely adding content to your website and content marketing.


Michael Hyatt, the best-selling author of Platform: Get Noticed in a Noisy World, is a living example of what he preaches. His monthly podcast, “This Is Your Life,” was a million times. “A podcast provides you awareness in a completely another world—primarily iTunes,” Hyatt writes in his blog piece “Four Reasons You Should Consider Launching Your Own Podcast.” Hundreds of new people have told me they had never heard of me until discovering me on iTunes.” Hyatt’s podcast is full of helpful information and guidance, and it’s all free. However, the podcast leads to additional book sales, course registrations, and invitations for him to speak.


Take a peek at Gary Vaynerchuk’s YouTube channel to see how he uses internet video content marketing. He began by making movies to advertise his family’s wine shop. He later developed a $45 million empire through those videos and other web marketing. Because people believe it is expensive and complicated, videos and podcasts are a mostly unexplored type of content marketing. However, with the decreasing cost of professional-grade equipment, producing high-quality video and audio content has never been easier. Blenders, innovative dental products, and Hong Kong visa consultancy services have benefited from amateur video content marketing. What video could you make for your firm that could completely transform its fortunes? It could be a lot simpler than you think.


 Like movies, people often think of books as selling themselves, similar to the film industry, but effective marketers don’t sell books for the sake of selling books; instead, they sell books as marketing tools. While I’m sure Michael Port enjoys selling his book, the book is a tool for directing customers to his coaching and speaking services. Although self-publishing has made it easier than ever to publish a book, there is still a sense that it is difficult and that only respected professionals can do so. Publish your own, and even if no one reads it, you can still use it as a sort of content marketing whenever you’re referred to as the “Author of…”

These are just a few content marketing examples. White papers, ebooks, apps, public speaking, presentations, and blogs might also have been mentioned. Each of them has been the subject of entire books on how to use them in content marketing.

What is the purpose of content marketing?

Understanding why content marketing is crucial to your business is perhaps more critical than experience content marketing. First, we must comprehend the four stages of the purchasing process:

Awareness. A customer may need before becoming aware, but they are unaware that there is a solution.

Research. When a customer learns that there is a solution, they will conduct research to learn more. A car buyer, for example, will try to figure out what different sorts of cars are available and which one will best suit their needs.

Consideration. At this point, the consumer begins evaluating products from other sellers to ensure that they receive a high-quality product at a reasonable price.


Buy. Finally, the customer makes their decision and completes the transaction.

When it gets to the second and third steps, traditional advertising and marketing are fantastic. By generating awareness of solutions and educating consumers about a product they may not have considered before, content marketing gets into the first two stages of the purchase process.

Over the last year, content marketing has helped my firm grow by more than 1,000 percent. Potential clients discover our material, value it, and are already sure they want to collaborate with us by contacting us. We don’t need to use any high-pressure sales tactics; all we need to do now is iron out the specifics, sign a contract, and get started. The trust typically generated throughout a long sales cycle has already been established before we even know the potential client exists.

If done right, content marketing may provide a phenomenal return on investment. We haven’t spent a dollar or even that much time on our own content marketing. 95 percent of the content marketing success we’ve had can be linked back to a handful of pieces I’ve written, totaling around 20 hours of work.

Content marketing also has the added benefit of supporting other forms of digital marketing. It contributes to SEO efforts by generating natural inbound links, building up good content on your website found in search engines, and providing more content for social media marketing. In fact, for many businesses, content marketing should be the primary emphasis of their SEO efforts.

What's the Best Way to Get Started?

Many companies provide content marketing services, which are frequently combined with SEO or public relations. If you’re too busy to do it yourself and aren’t ready to handle in-house hiring, a firm might be the best alternative. However, the most straightforward approach to get started with content marketing is to start blogging. It will most likely be difficult at first, but the more you practice, the better you will get. You’ll rapidly discover how to create content for your website or blog that will interest readers and convert them into customers or clients by the following advice from websites like Copyblogger. While good writing and headlines can help, they aren’t the key to developing amazing content, which is the most effective type of content marketing.

Excellent Content

You’ve probably seen awful content marketing if you’ve ever slogged your way through a piece of marketing and only completed reading because you had to. When I talk to businesses about content marketing, I always remind them that content is good if they want to read it. If they’re prepared to pay to read it, the content is terrific. Look at what you’ve paid to read, watch, or listen to recently if you want to see exceptional content instances. If you saw The Lego Movie, you saw one of the best examples of content marketing that has ever been seen. Oh, you believed that movie was made solely to make money?