An Introduction / What is it?

Content marketing is the practice of creating & distributing valuable, useful, informative content to drive engagement with an audience and raise your perceived authority on a subject.

Now considered a largely digital marketing tactic, the act of content marketing results in the creation of high quality, relevant content that your market needs. As a result it builds a brands authority and places it as subject matter experts which an audience can turn to, rely on and engage with on the topic. The key to content marketing success is to detach the brand or business from the sales pitch, but instead consider what the customer or audience actually needs, before providing the content to satisfy that need.

However, content marketing is a strategic marketing approach nonetheless, with objectives to fulfil – most commonly to attract an audience, which in turn will drive profitable customer actions including sales. As such, content marketing is considered a pillar of an inbound marketing campaign, where a business will use the content created to increase its brand awareness, communicate with customers and drive direct engagement such as inbound enquiries.

Content marketing is equally used in both B2B and B2C marketing strategies, and although a content plan and its output, in terms content created, may differ significantly between the two, much of the recognisable output of the strategy is familiar and could include blog posts, articles, guides, videos, webinars, infographics, whitepapers, case studies and ebooks.

Directly contributing to the success of other marketing disciplines including SEO and social media, deploying a content marketing strategy is a great way to increase the visibility of a brand on both digital and offline channels.

Want to find out more about Content Marketing?

From recent client case studies to articles and thought leadership pieces on the subject, start your journey with The Drum Recommends.

Our agencies are some of the worlds leading and most respected contact marketing companies. Specialists to their core, each agency shares valuable insights into their craft and industry, providing content marketing inspiration, views on the latest content trends as well as helpful articles so you can become better educated on the subject and make the right decision for your particular requirement.

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