What Is Content Marketing?

Content marketing involves the creation and sharing of online material. These materials can be videos, blog posts, images, infographics, and social media posts. Content marketing is not direct selling. Content marketing is not intended to explicitly promote a brand. Its objective is to stimulate interest in prospects and customers on matters related to a company’s products or services. Its purpose is to offer free useful and informative content.

The core of content marketing is to offer value to its prospects and customers through useful content.

Content marketing vs traditional advertising

Content marketing and traditional advertising have a common goal – to turn their audience into paying customers.  However, they are different in such a way that instead of directly making a good sales pitch of the product or service, content marketing simply tries to get the attention of their target audience by providing relevant quality content consistently.  

Content marketing also has a targeted audience compared with traditional advertising that has a general audience.

Other important differences between content marketing and traditional advertising include the audience and speed of reach.  


Traditional advertising involves a general audience.  Your advertisement is shared by the media to whoever is watching the television, listening to the radio, reading news, and more.  You do not really know who it reaches. With content marketing, your content reaches your target audience. They get to see your content as they search something related to your content and your industry. 

Speed of reach

Traditional advertising reaches the general audience as soon as your ads are aired by any form of media.  With content marketing, results can be quite slow. You have to work on your page ranking so that your content will appear on the first few pages of the search engine results page (SERP).  Appearing on the first few pages of the SERP will give you a much bigger chance of being visited by interested visitors, who can be your prospective customers.    

Content Marketing vs. Content Strategy

In order to be successful in content marketing, you need to have an effective content strategy.  This lies in the creation of the content itself before you share them to your target audience.  

Content strategy acts as your blueprint in content creation.  It contains your guidelines and strategies in content creation, reasons why you create your content, topics to include in your content, calendar, writers, content update (who will update and when),  as well as the Key Performance Indicators (KPI) that will help you evaluate your content.   

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