What Is Content Marketing and Who Does It?


Let’s face it, in today’s competitive business world an entrepreneur can’t afford not to include content marketing as part of their marketing strategy. Unlike traditional marketing techniques (e.g. magazine ads, billboard ads, TV infomercials, telemarketing, etc.) content marketing has the potential to reach tens of thousands and even millions of potential consumers.

What is Content Marketing?

Content marketing is the technique of creating and distributing high-quality, relevant and valuable information to attract and engage a particular target audience; this is with the purpose of generating profitable customer action.

Rather than ‘selling’ your products or services, you’re actually delivering valuable information your consumer is searching for online. Content marketing helps your consumers become more educated about your products and services. As a result, the consumer rewards you with their business and their loyalty.

According to statistics taken by Roper Public Affairs, 80 percent of buyers prefer to get company information in the form of articles instead of traditional advertisements. Seventy percent say content marketing gives them a sense of closeness to a company. Sixty percent say content marketing helps them to make wiser buying decisions compared to traditional marketing mediums.

Who uses Content Marketing?Entrepreneurs, small businesses, mid-sized companies and Fortune 500 companies are utilizing content marketing. It has proven to be an effective marketing strategy for increasing business awareness and profits. For instance, American Express uses content marketing to educate their consumers through their OpenForum.com.

They convert their financial and business know-how into actionable content for small business owners world-wide. They promote their various financial products by offering useful tools for entrepreneurs. Imagine what content marketing can do for your business – the possibilities are endless.

Who Handles Content Marketing for Companies?

A Content Marketing Director handles content marketing for a company. He or she serves as a hub by personally connecting with your consumers by providing feedback to a variety of departments internally including: development, PR, customer service, marketing, technical support and more. Here are a few activities a Director handles:

  • Contributes to the overall development of a company’s Internet marketing and outreach strategies.
  • Encourages a sense of community around a company’s online brand by establishing relationships.
  • Monitors online conversations and events to ensure the company is being represented and participating effectively.
  • Maintains, manages and ensures the success of a company’s website and blog.
  • Creates and maintains a posting schedule and Social Media editorial calendar and much more.

Content marketing is an excellent method for growing your business and increasing your return on investment.

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