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What is Content Marketing? What is Content Marketing?

Neil Patel defines it as:  

“A long-term strategy that focuses on building a strong relationship with your target audience by giving them high-quality content that is very relevant to them on a consistent basis.” 

Digital marketing has completely revolutionised how company-customer relationships work. 

The classic one-way model for traditional advertising where the company puts out tonnes of marketing material in order for the audience to blindly follow and consume is shifting towards a multi-channel communication ecosystem in which many different strategies can (and should) be applied to complement each other and ensure a more effective marketing communication. 

Customers are the sole central focus and we can’t afford to forget that. We, therefore, must do something that seems counterintuitive: 

Forget that you want to promote yourself. 

Sounds insane, we know, but hear us out. Traditional advertising is all about you, your brand, who you are, what you have to offer, why you are the best, etc. 

But if instead, you shift that focus to be on your potential customers’ challenges and needs, you give them a stronger reason to care about your brand. 

If you over saturate them with advertising and promotions about you, you are only showing off without really getting them invested in your brand and how you can help them. 

Some benefits of content marketing you may have not considered: 

  • Exposure as thought leaders: tap into your experience and passion to let your audience see for themselves how much they stand to gain if they choose you. 
  • Reduced budget: in general, content marketing requires a leaner budget and generates higher traffic and revenue. 
  • Engage your customers: they crave that interaction. More importantly, it allows you to gain recognition through your content and expertise rather than your advertisements. 
  • Increased traffic: Websites with blogs tend to have more indexed pages than those that don’t, and that directly translates into higher traffic and views.


This last benefit in the list has a lot to do with SEO and how it helps you build an interconnected presence.  

One key thing we must remember at all times is that more doesn’t necessarily mean better. 

It’s not about having a huge number of different pieces of content for several different platforms. Random posts with no rhyme or reason will not be beneficial in the long run. 

The most important part about content marketing is the underlying strategy that gives meaning to the content that is being put out. 

Align the content you want to produce with the story you want to tell, your customer’s interests, and whatever it is you want them to know you are an expert in. If you plan your schedule in advance and execute it accordingly, you are already on the right path to realising your full potential. 

Why does it matter? 

Short answer? Because the customer says so.  

Not explicitly maybe, but there is a marked difference in their behaviour and response towards content marketing as opposed to traditional advertising. 

Statistics show that customers like to be informed and engaged, not merely sold to. You stand a better chance at selling your products once your audience cares and is deeply interested in your brand as a whole. 

During the next few weeks, we will be delving in topics like content strategy and tips and how to overcome the most common roadblock, so stay tuned to learn more. 

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