What is Content Marketing and Why is It Important?

Content marketing is defined as a type of marketing that involves the creation and sharing of online material that does not explicitly promote a brand, but is intended to stimulate interest in its products or services. Content can take a variety of formats, from infographics to blogs, videos, podcasts, images, white papers, case studies, webinars or even standalone web pages.

Why does quality content matter?

  • If leveraged properly, strategic, well-planned and well-written content has the capacity to increase thought leadership and trust in your brand.
  • When content is informative, educational, or helps solve a problem, people will share and link to it, which will increase traffic to your company’s site.
  • Backlinks also are a known ranking factor for Google.
    Search engines algorithms look for high-quality content that is updated regularly and answers the questions of users.

Ideally, content should be optimized for search engines, with specific keywords that are easily defined. As content is added to your site, search engines crawl and index the new pages, leading to increased positioning in search engine results and higher traffic.

What steps should I take?

  • To set up your website for long term success, start by identifying goals for your content.
  • Research keywords that you can create content about, including long-tail keywords, which are several words long, but less competitive for first page placement.
  • Write, create or produce content. You don’t have to do everything yourself! Enlist help for areas in which you aren’t as strong.
  • Analyze data for your content using a metrics tool like Google Analytics. Did your content lead to more website traffic or create conversions? Are you hitting the right demographics? Who is linking to your content? Adjust your strategy accordingly.

Remember that building organic traffic (visitors to your website as a result of unpaid search results) takes time, but with persistence, practice and quality content, you’re well on your way to building your brand and positively impacting your bottom line.

Karen Butterfield is an award-winning communications professional specializing in B2B and B2C content creation, copywriting, as well as internal and external correspondence. She earned her Bachelor of Arts in Journalism from Webster University, St. Louis, in 2010 and then served in progressive roles at a community newspaper and publishing company. During her tenure as a reporter and editor, she earned more than a dozen state awards for writing and photography.