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What is content marketing?

Content Marketing is a term that is frequently used by digital marketers. Every person involved with digital marketing in some way or the other often talks about content marketing. The manner in which the importance of content has grown in marketing makes it a curious case for in-depth analysis. A very common question that arises is what is a content and how is it useful in marketing?Content is a piece of communication that expresses a thought, idea or information in a written, verbal and visual manner. Content marketing is the methodology that uses content as a tool to drive marketing activities of a business.

Why is content important?

Content helps with an effective communication with the intended audience. It is amedium of dissemination of information by presenting facts and thoughts in a concise manner. People surf the web to obtain specific information. They have various needs and want to have an access to specific knowledge bits. To search the information they need, they use certain keywords which list the contents that contain those keywords.

For several years, web masters focused on insertion of keywords in the pages of their websites to get a higher listing. In many cases, the keywords would be the only thing on the pages with very little or no useful information. Very often websites would copy information from other sources without properly referencing them and giving them due credit.

To counter such unethical practices; search algorithms now focus majorly on the listed content on a website. Keywords are no longer of prime important. Yes, their value cannot be undermined but even more important is the right content with appropriately placed keywords. In such contents, keywords are not specifically highlighted and blend properly with the main content. Search engines prefer quality and original contents. These factors make it critical for web based resources to have effectively contents.

A high quality content not only attracts users, in the longer term it helps build a loyal audience. It enables the businesses or the individuals to establish themselves as an authority in the domain. In terms of business, it helps buyers to identify the right solutions thereby increasing the market share of the business. Other advantages of contents include growing subscriber lists, generating sales through email marketing and improving brand positioning and loyalty.

Latest trends in content marketing

Over the last few years, content marketing has increasingly become an important marketing tool. The below graph evidences this fact that content marketing has grown exponentially as a tool for digital marketing. It is now the most important element of digital marketing and the one that is highly efficient and result-oriented.

How should you develop the right content marketing strategy?

To develop the right content marketing strategy, it is important to identify who the target audience base is. If there are more than one segment as your intended audience base, develop multiple contents specific for each group. Make your content as informative as possible and refrain from making it a sales oriented pitch. It should be simple, easy to understand and must improve the knowledge of your audience.


Content is the most important asset of digital marketing. Content marketing is a subtle marketing method that adopts a holistic approach for efficiently communicate the positioning of the products, services or ideas. Due to its efficacy and superior results, it is now the most sought after tool of digital marketers.

Author: Saket Kumar Singh

A digital marketer and strategist by profession, I love writing and travelling. In the past I have been a Communication Engineer, Coder, Banker and Lead Consultant. Someday I would travel to explore the world.