Content marketing is now at the core of every effective marketing strategy. In fact, it is one of the aspects most marketers admit they need to improve. Not just because creating a coherent multichannel content strategy is not as easy as it might seem, but also, because it can provide 3 times the results in lead generation than paid advertising. Interesting, right? But… What is content marketing?

The perfect definition of content marketing.

According to the Content Marketing Institute

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

Not really clear? Take a look at the Sprout Social definition then:

Content marketing is a type of marketing where brands plan, create, promote and analyze content to meet strategic goals. Brands use content to attract, engage and interest users through various forms of content, from long-form guides to short videos.

Exactly, every blog, newsletter or post from a brand or a company is content marketing. By producing, valuable, interesting content, brands hope to attract people who could be potentially interested in their products or services. By optimizing their content, they expect to retain these users (meaning to build an actual community) and to transform them into loyal customers.

Because content marketing is based on interest and affinity, it is a more organic way for brands to generate leads and therefore a very effective strategy.

Here are a few examples:


Sure, a website is just a basic resource to put your company out there. But it is also the basis of a further content marketing strategy. Think about it. There is a huge difference between just writing a few words about your business and uploading some great pictures and working on real SEO optimized content that helps you gain more visibility.

Your website should not just be a simple business card, but a real asset to reach those people who otherwise would not be able to come across your company on or offline.


Blogs allow marketers to tell people everything they cannot show on their website. While the website should be more “informative”, a blog is a resource that allows companies to show their most human side or address other related areas of interest. Also to tell the stories behind the products or to talk about related events or changes in the industry, for instance.

Again, every single text should be based on a previous keyword research and it will require an on-going SEO optimization in order to improve its position on Google’s ranking.


Until a few years ago, podcasts were the wild, unexplored territory of the whole content ecosystem. However, things are changing pretty quickly. Partly because people realized that producing a podcast is not as expensive as it might first appear, but also, because it is actually a pretty easy form of content consumption.

Podcasts are on the rise. They’re also a great opportunity for many businesses looking to innovate in their strategy.

And a more complete list of content marketing pieces…

  • E-books, guides and downloadable content
  • Listicles
  • Features
  • Press releases and news
  • Newsletters and e-mails
  • Case studies and white papers
  • Tutorials and webinars
  • Landing pages
  • Slideshows
  • Infographic
  • Videos
  • Social posts

Why content marketing

There are many reasons why this type of marketing is becoming so important and popular. If we take a look at the data, it is clear that nowadays this is not just another advertising resource, but something much more powerful.

Content marketing statistics:

Because it requires a global/multichannel effort, it is the perfect way to increase organic traffic and visibility and generate awareness. Brands and companies in general can be present on every relevant channel in different ways, sharing different aspects, insights and content. This allows them to reach a wider audience. But it also helps create a bond with them that would not be possible if the brand was just showing their products or informing about a new promotion, for instance.

It is also the perfect way to establish your business as a referent within the industry, to create authority and to generate engagement.

What is content marketing?

Is a type of marketing that focuses on crafting and distributing valuable content in order to attract and engage users. It has become more important these past couple of years since it boosts lead generation more than paid advertising.

What kind of content can I create?

There are multiple options of content pieces you can create. Some examples include websites, blogs, videos, podcasts, social posts, tutorials, infographics, newsletters or e-books.