Is Content Marketing Important?

Content Marketing: Which form of content should you use?

Some of you who will see this may ask me what is content marketing, below is a snippet from our Content Marketing page about what content marketing is.

As the internet and social media progress, traditional marketing is becoming less and less effective. This is where content marketing comes in.  Content marketing is a tactical marketing approach which focuses on producing and sharing relevant content which is valuable, but it has to be consistent and hold the audience. The goal is to drive more profitable customer action.

Content marketing is a very tactical marketing technique which does not involve just randomly posting things to your social media platforms. What you want to accomplish needs to be clear and how the content you create takes you to your goals.

The content you create needs to have some benefit for a specific audience. Look further than demographics. What does the audience want, need, what are their questions and concerns. How does your product or service place into their lives? What knowledge can you offer them? What kind of content can you share that would teach, entertain and engage them?

The golden rule is - your content has to be valuable, consistent and relevant.

Some of you may have heard the phrase "content is king", well it isn't 100% true, while it is an important factor for online success there are other things that matter as well. Successful digital marketing campaigns use content marketing and is at the core of the campaign. All the great brands that are around today sit on a wealth of content that is relevant and valuable and it connects with their audience.

Arguably on of the biggest benefits is how great content marketing can build the reputation of your brand. A company's main priorities are usually to build trust with clients and leads and this can lead to building positive brand reputation.

Conversions. Conversion statistics can show why content marketing is really important. (All of these are from the Content Marketing Institute).

  • Content marketing generates over three times as many leads as outbound marketing and costs 62% less.
  •  Almost half of 18- to 49-year-old people get their news and information online – and those numbers are growing.
  • Small businesses with blogs get 126% more lead growth than small businesses without.
  •  Content marketing rakes in conversion rates six times higher than other methods.

Have a look at the Content Marketing Institutes other stats about content marketing. Also check out Campaigium's blog post about content marketing.

Now that we know content marketing is important let's move on to the different types of content that can be used. These are the ones that I like.


I bet you were expecting this. Yes, blogging is a fantastic way to create engaging content that people will read and enjoy. Blog posts don't usually take that long to write, Google can find blog post easily and most users who read them are quite happy to share. This method is a very quick way to offer value to people at a really low cost.

Blog post helps to build relationships with the readers which can help with conversions. So maintaining a blog is a priority and frequent and high quality posts can help drive more traffic to your website and business. Blogging is the most accessible type of content marketing there is and this means that there are a few traps that you may fall into.

Obviously the biggest pitfall is not posting regularly, which can lead to loss of readers. One thing that can be done is to make sure your top post is updated regularly.

TechCrunch is one the biggest blogs! If you know about blogging/blogs this is definitely one to check out.

Case Studies

Case studies are great at covering information on a specific scenario. They give the reader knowledge on said topic and some actionable information for them to use. There are many reasons that case studies are great, they let you build thought leadership and are unique. They are extremely easy to share because it is your data. This means that another person cannot have the same idea spontaneously.

Case studies usually stick with a straightforward model which is the most effective way. It usually goes a little something like this; writing a summary of the study and then explaining the problem that you are looking at, explain what solution you have for said problem, talk about the results and why it matters.

Content Marketing Institute has some great studies to have a look. 

Longform Content

If you are like me and have no idea what longform content is don't worry. There are a few definitions for longform content. Some marketers consider articles over 800 words to be longform and some think over 1800 words to be longform. Personally I think anything between 5000-15000 words would be longform. So depending on who you ask about longform you may get different answers. Longform content is free but has lots of information.

Longform content has many chapters which all have their own url. They give a massive amount of value and usually tend to be ultimate guides. The whole point of it is that readers can get all the information that they need and they don't have to look anywhere else.

If ever you were going to do this you need to make sure you break down all the information into sections making it much easier for people to read through. You'd have to promote heavily as well otherwise users won't know you have provided it.

Moz has great longform content and really nail it. Make sure you check it out.


People sometimes think that videos aren't linked with content marketing but they are and should be. Think about YouTube, people who make videos on there are considered content creators. Videos are engaging and can be dynamic and there are more people watching videos then reading information. It is worth incorporating video into your content marketing strategy.

Videos can be shared in social media campaigns and through content marketing, but the best and easiest way to use them in content marketing is to put them on YouTube. You can also put them in blog posts and even embed them in relevant posts that are written.


Ah infographics. Infographics are awesome and can let you put a lot of information into an image that is visually appealling and can be digested easily.

Infographics allow you to pack a ton of information into one image in a way that is visually interesting and easily digestible. If you’ve got fifteen different statistics from a case study, for example, which would you rather see: an infographic with visual representations, charts, and graphics next to the stats, or just a bulleted list? Infographics are great for getting more shares (and can go viral). And, because the backlink to your infographic is embedded within it, anyone who shares it properly will give you the valuable backlinks we all need for our content marketing. There are plenty of different types of infographics you can choose from, but a few things should always be consistent. You should keep the designs simple and clean, so users don’t get overwhelmed. Like the checklists, use plenty of white space. Organize content into distinct sections, if necessary, and use the title to concisely explain what the infographic is.

Email Marketing

Email marketing is super simple and really easy and a good way to get people to see your content. If you aren't aware of what email marketing is, it is a type of direct marketing which uses email to pass on any information to people. Email marketing normally refers to:

  • Sending emails to build on the relationship between the customer and the service provider to retain customers.
  • Sending emails to increase your customer base and get new customers or to even get current customers to buy new products or services.
  • You could also add advertisements to emails sent by other organizations to their customers to build client base as well.

These are a few different types of content that can help boost business! They are simple which is why I like them. Hopefully this information is useful and you enjoyed reading! I'd love for you to check out our content marketing page to see if any of the information on there is useful to you!