We probably weren’t the first team who were learning SEO and kept coming across content marketing, again and again. So we thought we’d share what we have learned and do our best to keep things as factual as possible. 

To understand why content marketing is important I think it’s best to zoom out and look at the larger picture of a business. The efforts that we make within marketing generally are with the hope of filling our sales. As a B2B business the efforts we make in our marketing, digital and otherwise, are efforts towards both direct customer and wider partnership lead generation. Our wider partnership leads are also hoped to generate leads at some stage also, so ultimately, all roads lead to sales. 

When we publish content online we do it with a few prioritised business objectives; to properly target on-page informational keywords that are relevant to our audience, to discuss these (sub)topics with truth and to generally share our experience with our audience.

That all being said, there are further efforts we can make to help us in striving to those particular goals as our audiences exist in different measures on different platforms. Our website audience probably doesn’t match as many eyes as the audience from the founders LinkedIn followers; so it makes sense for us to take that same content which has been published on the website and share that across LinkedIn too.

The more eyes that see our content or the more impressions on our content to use the technical lingo, the more chance we have to engage our audiences; and beyond engaging an audience member we have no idea how short or long the engagement can be and where the engagement may lead us. It could end with an audience member gaining some understanding to an audience member visiting the website and requesting a free SEO website review - we aren’t entirely sure.  

What are examples of content marketing

If the above has left you wondering - what are examples of content marketing - that’s perfectly natural. 

A recent example of content marketing is from Duolingo on their TikTok. Learning languages has not got much to do with TikTok however a few entertaining reels to their audience - who exist on TikTok - can keep Duolingo front of their audiences mind and be a reminder for their audience to do a lesson on that day. 

Some say content marketing is dead

It is true that some say content marketing is dead - however that’s not necessarily true. As we try to strive towards any goal in life, all that we can sometimes do is have the intention to do better and invest time into reaching that goal. 

Content marketing is just another tool that time can be invested into in reaching the goal of a better marketing function of a business with the ultimate goal of fulfilling your business’ mission. 

What is the true value of content marketing

The true value of content marketing in our view is that it gives us a reason to speak to anyone and everyone who may either need our services today or not. And for those who may be considering our services on the day that we market content in front of them, it may nudge them in the direction of engaging with our content and perhaps, afterwards, us. 

One larger benefit of marketing the right type of, informational, content is that you share knowledge, which is another form of charity that may come back to you when you least expect it. 

The content marketing pros and cons

The content marketing pros and cons reduces to a fairly short list for us. 

The pros:

• Brand awareness and trust can be built

• It’s fairly inexpensive where financial resources are concerned, however be prepared to invest plenty of time in the first instance while still learning

• There can be manifest increase in traffic and lead conversion

• It can provide fluidity between audience pools

The cons:

• The benefits may not be immediate, your long road could build your stronghold

• As mentioned above, time & effort are mandatory to the content marketing journey

• There may also be other skillsets which need to be acquired or learned such as graphic design for image based content that may be marketed

• Inspiration is never available on demand, be prepared to have ideas born over days at a time or in a flash

• It is easy to assume that past data points are indicative of future - this isn’t true in any case

Content marketing and copywriting

Content marketing and copywriting - where does it all fit in? 

Copywriting can include blog posts, scripts for video & audio content and infographics text, all of these are the quiet before the content marketing storm. 

(Boredom-)marketing such as TikTok and instagram shorts aside, most other forms of content that are marketed involve copywriting or script writing. It’s these small nuggets of information - that we’re packaging with the wider content - that are to be delivered to our audiences on different platforms. 

SEO content marketing services

And finally… For those who are seeking out SEO content marketing services - whether you’re based in the UK or further afield, please get in contact using our get a free quote link. 

Fill out our contact form and a member of our team will be in touch with you.

After taking a look at your current strategy and results; we will go from the first principle of defining and targeting your audience, through keyword research, and finally onto week-to-week content marketing processes.