Content Marketing

Content Marketing definition:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.

The phrase ‘content is king’ is often thrown about, and while that’s not always strictly true, it can be a great way to keep leads rolling in without having to spend a ton on advertising. It can come in a huge range of forms, form blog posts and infographics, to more premium content like webinars or whitepapers — essentially, you can bring new visitors to your platform by providing them a tool or information that is of use to them. Content marketing is all about providing value for your potential customers.

Here’s a breakdown of some of the most common types of content marketing, and what they can be used for.


Blogging is incredibly popular, especially among small businesses. It can help to boost your site’s SEO by increasing its number of indexed pages — making it more likely to show up on Google’s first results page. A good strategy is to do some keyword research around what people in your field are looking for already. For example, if you work in finance, you could write a blog explaining how to complete a tax return.

If you can fill a gap in your knowledge, they’ll see the value that your expertise can bring, and might decide to take the leap and hire you to do it for them.

Case Studies:

Similar to blog posts, people that seek out case studies are often looking for useful information for their own purposes. The difference with a case study is that they don't just rely on the author’s own experience, but from evidence collected from a real-world example.

Many businesses use these to showcase how their services have helped a real customer. With a testimonial from that customer, you can build trust with new ones and start turning them into leads.


With more and more internet-users turning to video as a means of educating themselves, creating your own informative videos can really help to retain potential customers’ attention.

According to HubSpot, having a video on your landing page could improve conversion rates by up to 80%, so producing entertaining and informative could really help to motivate your traffic.


The real strength of a good infographic is in taking a complex subject, and putting it across as simply as possible. But they can also be useful in helping your potential customers to visualise your product and how it can help them. Just make sure it’s relevant to your business.


More and more, people are turning to podcasts as a means of information and entertainment. This is largely due to busy schedules — with a podcast, people can make use of their commuting time to catch up on their interests through an audio medium.

If you can offer helpful or valuable information with a good entertainment value, you can build up an audience base who are more likely to take advantage of your products. And they’re very fun to make!

Speaking of which, you can find ours here.