What Is Online Content Marketing?

Online Content marketing can be defined as a marketing technique which covers a wide range of processes and tactics where information and content preferences or needs of a particularly defined target audience are analysed. This content has been specifically formed to serve a certain set of already defined marketing goals.

Once this is done, and the content created is made available, it is then optimised and utilised to serve business and customer objectives in every plausible aspect of marketing, sales, PR and more in a manner that is integrated and measured.

Content marketing is not something that is new. It has been practised for much longer than the terms used to describe it has been in existence. Research has shown that most businesses make use of content marketing, in regards to utilising content for numerous customers facing or marketing roles, regardless of medium, channel or content format.

Content marketing can be used to create value where intents, preferences and goals of certain audiences meet the proposition, relevance and narrative of a particular piece of content. A new feature of content marketing, however, is the manner in which the role content plays has become more strategized, integrated, planned and intelligently designed to serve customers.

It can be said that content is derived from experiences and emotions. Experiences in this sense means user and brand experiences. Content can be quite emotional as well, even if content is simply a well thought out answer to a query. When it comes to marketing, content can be seen as the adhesive and activator of engagement and interaction in a marketing manner that is customer-centric.

It also has to be relevant, mutually connected and consistent for both the brand and the target audience.  A related part of content marketing has to do with information and content management, in addition to helping to discover insights on a targeted audience’s intelligence and engagement.

When you think about it, content marketing deals with helping businesses and marketing firms to understand and develop a streamlined approach that leverages on numerous informational sources and channels, bringing together what would ordinarily be separate.

Businesses view the value that content marketing brings them as being able to see an impact or influence on their general marketing return on investment.

The relevance and value of content solely lies with what the targeted audience sees and how they can benefit from it. Content can vary in its forms, ranging from an entertainment piece to something that provides value by answering a question that a consumer might have.

Content marketing and its numerous definitions

There are quite numerous definitions concerning content marketing. nevertheless, quite a number of the terms associated with these definitions have become a bit outdated, even if they still remain with us for ages. It might remain this way until content marketing transforms into a part of marketing that is mainstream.

The principles and practices of great content marketing, appear to be forever and will stay, irrespective of any changes in definition. Content marketing, obviously and rightful continue to play a role in customer-centric and integrated marketing. Rather than focusing on what the idea of content marketing means, it is much better to make use of a plain approach and concentrate on the wider, much more valuable context of what content marketing actually is.

Content marketing in a customer and business context focuses on providing value via brand experiences and customer experiences that are great. It can be said that content actually helps a business make a bold statement concerning its brand, and that leads to results that are extremely tangible. While there is quite a lot of content marketing aspects in the marketing world, the digital aspect of marketing has been playing an ever-increasing role in the marketing world.

Over the years, the term has garnered quite a lot of success and that has caused marketers to become aware to the fact that content marketing has its numerous uses and tactics in the social and digital marketing context, extending from search engine optimisation and social content to native or online advertising.

The type of goals content marketing can help achieve

When you consider that content has an important role to play in almost all types of marketing tactics and techniques, it just goes to show that there aren’t any goals that can be achieved using the content. For instance, the marketing aims that generally get mentioned in numerous marketing reports and research tend to differ slightly from B2C and B2B content marketing. It also differs based on variables such as the sort of business run, audiences, and geography.

This realisation then shows that there really is no limit to the marketing goals that can be achieved by utilising content marketing. When you consider just how important content is, and how timely and relevant information is of interest to the processes of a business, one does then question in what way is it possible to leverage information and content to achieve those aims?

When it comes to content, the majority of marketers focus on the following key goals:

Lead generation

Brand awareness.


Lead nurturing.


Customer loyalty and retention.

Up-selling and cross-selling.

Customer evangelism.

Channel marketing.

Partner enablement.

Customer experience enhancement.

Content marketing is great not just for your customers, but your business’s bottom line as well.  There are 3 important benefits and reason as to why businesses make use of content marketing: cost savings, increased sales and improved customer loyalty.

It is important to know that content as is stands has become the flagbearer of marketing. When you consider to engage in content marketing, you have to understand that there is a difference between actively pushing information that can be useful to your customers and pushing tons of useless information with one goal in mind, to sell your products to customers.

As an individual, I am sure you are aware of businesses trying to sell you things by simply bombarding you with information. Majority of the time the information is not useful, nor is it relevant. It is simply spam. It is for this reason that content marketing is extremely intriguing, considering the current marketing environment.

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