What is content marketing?

Let’s say you have a store that sells chemical-free soap. You speak to prospective clients that walk past your store and you notice that one of them has skin allergies, so you have a discussion about chemical products and skin allergies. And lo and behold, you’ve made a sale! Now let’s imagine that you have an online store. While this interaction can’t take place in the same way, you can use content marketing to do so. Not sure what is content marketing?  We’’ll explain in this piece.

Content marketing is about creating quality content, but that’s not all there is to it

If you google what is content marketing, the definition you’ll get is: “content marketing involves the creation and sharing of quality content (articles, videos, infographics, etc.) that does not explicitly promote a brand, but is intended to stimulate interest in its products or services.” This is just one half of the picture and there’s actually a lot more that goes into it. What you don’t usually get when you look up what is content marketing is that it involves:

1. Content marketing is about knowing your target audience and their pain points

How can you create quality content if you don’t know who you’re targeting? Just like you can easily spot your target audience (i.e. the person with skin allergies) walk past your store and immediately know their problems and what to talk to them about, you need to do the same when creating quality content. Ask yourself: Who am I targeting and what are their pain points? What solutions are they looking for? How can I help them?

Bonus: Another key element that the “what is content marketing” definition usually omits is that your content should also be original. If what you have to say can be found on literally every other website, magazine, or platform, why will your target audience engage with your content? If you do a great job in making your content stand out, your target audience will also be more likely to share your content on social media! In other words, there’ll be more eyeballs on it. 

2. Content marketing is about writing for both search engines and humans 

It’s impossible to answer what is content marketing without talking about search engine optimization (SEO). With physical stores, your target audience finds your store by walking past it or looking at a directory. But with online stores, your target audience will probably find you by searching on a search engine. The key is to know what they’re searching and use those keywords in your content so that you rank high on the search engine results page (SERP). 

The danger with this approach? Keywords stuffing. Yes, you need to fill your content with  keywords – but not at the expense of making your content unreadable. At the end of the day, you want to make sure that your content is engaging to a human reader. This is why many business owners go to content marketing agencies. When you ask them what is content marketing, they’ll say it’s about finding the balance between writing for both search engines and humans.

Read more: How Content Syndication Marketing Can Improve Your Blogging Experience?


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