What is Content Marketing? Guide to content marketing

What is content marketing?

Content marketing is a marketing strategy that focuses on creating and distributing valuable and relevant content to its target audience. The content part comes, for example, in the form of e-books, video production, blog posts etc.

The purpose of content marketing

Before you dive into the nut of content marketing, it is important to understand why content marketing is so important in the first place. After all, content marketing can be a time-consuming and challenging endeavor – if it were not worth doing, companies would not invest in it.

Content marketing serves several key purposes for businesses. First, content marketing attracts attention, and can drive traffic to your website or blog. This is important for any business that wants to generate more leads .

When visitors are on your website, content marketing helps convert them into customers. This is done, for example, by providing visitors with valuable information or freebies that solve their problems or answer their questions.

In addition, content marketing builds trust and credibility with your target audience. This is a great competitive advantage for any company that wants to establish a long-term relationship with its customers.

Content marketing is also used in the context of nurturing your relationships with your customers and leads. By providing them with useful and valuable content on a regular basis, you can keep them engaged and come back for more. This is done with marketing automation, read more about it here.

In short, content marketing has a number of important purposes for businesses, especially B2B. If you do not use content marketing to create growth in your business, you are missing out on a huge opportunity.

How to get started with content marketing

Now that you know why content marketing is so important, it’s time to learn how to get started. Fortunately, getting started with content marketing is relatively easy.

The first step is to create a content strategy. This is a document that outlines your goals and goals for content marketing, as well as the specific tactics you will use to achieve those goals.

Your content strategy should be designed to help you reach your business goals. For example, if your goal is to increase sales, your content strategy should focus on generating leads and converting them into customers.

Once you have a content strategy in place, the next step is to start creating content. This can be done in a number of ways, including blog posts, e-books, infographics and more. See how we work with the production of content .

The important thing is to create content that is valuable and relevant to your target audience. Remember that the goal of content marketing is to attract and retain a clearly defined audience, not just carve out content for its sake.

Once you have created your content, the last step is to promote it. This can be done through a variety of channels including social media, email marketing and SEO .

By following these steps, you can get started with content marketing and start achieving a more predictable lead generation.

What are the benefits of content marketing?

Content marketing has lucrative benefits to offer. First and foremost, the benefits come both in the form of increased website traffic and more leads. In terms of emotional benefits, content marketing can help you build trust in your target audience, establish yourself as a thought leader, and strengthen relationships with customers, leads, and your network.

How to generate leads with content marketing

There are many approaches to generating leads from with content marketing. However, the content should always be solid and current. Here’s a suggestion on how to approach it with a structured funnel:


In order to achieve a sensible reach, you should focus on sharing content in the form of, for example, blog posts, preferably accompanied by relevant infographics and references to official sources.

Customer / lead care (nurture)

In the next step, you should target your posts to the leads that are already partially warmed up, that is, have shown interest through reading your previous posts. This is where you can promote heavier content, such as e-books or whitepapers for download as well as online webinars.


Here you go targeted for conversions through subscriptions to newsletters, for example with free trial periods or special offers such as “rewards”.

This is, of course, a roughly simplified model, which must be adapted to the individual company and its needs for exposure. You will always be able to adjust the individual steps so that they each match your goals and the segments you want to hit with your organic campaign.

The role of blog posts in content marketing

Content marketing has become one of the most popular and effective ways to reach your target audience online. A great way to get started with content marketing is by blogging. Companies can use blog posts to share their expert insights, connect with their audience and showcase their unique voice and personality.

Not sure where to start? Check out these tips for writing blog posts that will engage and convert your readers:

1. Write about what you know.

When it comes to blogging, it is important to stick to topics that you are familiar with. This will not only help you write more confidently, but it will also ensure that your content is valuable and informative for your readers.

2. Keep it focused.

Once you have chosen a topic to write about, it is important to keep at it. winding off-topic can lose your reader’s attention and make your post seem scattered and disorganized.

Write in a call tone.

Blog writing does not have to be stuffy or formal — in fact, it should not be. Write as if you’re talking to a friend, and use language that is easy to read and understand.

4. Use photos and videos.

People are visual creatures, so complement your blog post with engaging images whenever possible. In addition to images, you can also add infographics, GIFs, and videos to split the text and add another layer of interest.

5. Structure your post so that it is easy to read

No one wants to read a giant wall of text, so be sure to divide your blog post into smaller sections with headlines. This will make it more foamy and easier on the eyes.

Use calls to action

A Call to Action (CTA) is a statement or button that encourages your readers to take some sort of next step, such as subscribing to your email list or checking out your latest product. Adding a CTA to your blog post can help you boost conversions and reach your business goals.

7. Promote this storage.

Once you click publish, do not just sit back and wait for people to find your post. Get the word out there by promoting it on social media, email and other channels.

Could you use these tips? We have actually written a free e-book – “10 hacks to generate leads from your blog posts”, where we go much more in depth and dig into some more advanced tactics.

How SEO and content marketing compliment each other

The two disciplines are often used together in an attempt to create a comprehensive digital marketing strategy . After all, what good is a web site if it simply “blends in” with everything else out there? Likewise, what is the point of optimizing a website if the content is bad?

Content marketing and SEO need to work together to be most effective. Here’s a look at how the two disciplines can complement each other:

Great content can help improve your SEO rankings. Good SEO can help improve the visibility of your good content.

SEO can help you decide which topics to write about. Content marketing can help you promote your website and attract attention to your SEO efforts.

SEO can help you optimize your website for Google search. Content marketing can help you optimize your website for people.

Content marketing is a long-term strategy. SEO is a long-term strategy.

Both content marketing and SEO require ongoing efforts and regular updates.

Neither content marketing nor SEO is a “put it and forget it” suggestion. To be successful, both disciplines need continuous attention.

By working together, content marketing and SEO can help you create a comprehensive digital marketing strategy that will help you attract more visitors to your website and improve your chances of achieving higher rankings in the search engines.

Both content marketing and SEO are important for any business with an online presence. But what if you have just started? Which one should you focus on first?

If you are starting from scratch, your best bet is to focus on creating great content. Once you have a solid foundation of content, you can start focusing on SEO and promoting your content to reach a wider audience.

However, if you already have a website with some good SEO rankings, then you might want to focus on creating more targeted, keyword rich content to help you move up the search engine results pages.

Whatever approach you take, remember that both content marketing and SEO are important to your online success. By working together, you can create a comprehensive digital marketing strategy that helps you attract more visitors, boost your search engine rankings and improve your bottom line.


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