Content marketing is not new, it has existed since 1996 when computers and internet usage began to spread across the world. It has gained more recognition and usage in the 21st century, especially during the COVID-19 pandemic, when most companies started recognising the need to take their businesses online.

One of the main goals of content is to educate and engage the audience. It also helps build consumer trust, strengthens SEO, and establishes your brand as an authority in the market. 

What Is Content Marketing?

Content marketing is a cost-effective means of building brand awareness. It focuses on creating and distributing valuable, relevant, and consistent content to attract the attention of the audience and to retain them as potential and profitable clients.

“Even if you’re bringing in visitors via adverts, without some sort of content to guide them along their journey and assist in converting them into customers, it’s extremely unlikely you’re going to be able to build a meaningful business” Austin Mullins, Founder of Conversion Media

Difference Between Content Marketing & Traditional Marketing

Before this immense need for content marketing, traditional marketing was top of the game. Traditional marketing, also known as outbound marketing, is the process of you going out and showing prospects what you have to offer. It is a form of promotion that reaches an audience offline. This means companies use marketing channels such as direct mail (flyers, coupons, cards), print advertising (magazines, billboards, trade publications), telemarketing, radio & TV commercials, and outdoor sales, to engage their audience and broaden their reach.

Although traditional marketing is still an effective means of boosting business brands, it can’t be compared to content marketing, also known as inbound marketing

Content marketing brings the customers to you. It is achieved by providing content that interests your target audience and encourages people to visit your business site. At this stage, you can then engage them by demonstrating your expertise and encouraging them to convert into potential clients.

Why is Content Marketing Valuable?

Are you wondering if content marketing is worth it? The answer is yes, it is worth it. Content allows you to build a digitally-focused marketing strategy that focuses on building vital relationships with consumers. Let’s look at the benefits a business obtained from successful content marketing.

Improves Search Engine Rank

It is vital to see your business ranked on the first pages of the search engine. According to research, 75% of people never scroll past the first page of the search engine. So to put your product or services out there to prospective clients, writing relevant and valuable content will help. Writing creative content and incorporating it with long-tail keywords will improve the search ranking of your business while making it visible to audiences.

Boost Sales

Increasing audience retention is one of the main benefits of content marketing. This marketing technique helps find subscribers who know, like and trust your brand and convert into prospect clients. The more traffic you get on your site, the more potential clients, which leads to greater sales.

Increasing Customer Loyalty and Engagement

Based on research, 95% of Business to Business (B2B) customers have reported that content helps them trust companies. This has also increased the percentage (60%) of consumers who have bought something they read about in a blog.

Content Marketing Improves Brand Reputation

People build more impressions about your brand when they read your material. They will be highly into your business if they find what they read helpful, informative, or enlightening. Especially if they find your content published on external sources or shows up on their social news feeds, they’ll perceive your brand as trustworthy.

It is Cost-Effective

You can increase your sales while reducing your marketing spending. Content marketing has proven to be a cost-effective strategy. It generates three times the leads at 62% less cost compared to traditional marketing techniques.

Content marketing is inexpensive, safe, available for anyone in any industry, and beneficial in different areas. The first few months of implementing your content marketing strategy might not yield quick results, but your next few months will start to experience growth.

The Types of Content Marketing 

Blog Marketing

Blogs account for the vast majority of content marketing. 92% of content marketers use blog posts as part of their marketing strategy. Blog posts are most effective when used strictly to promote the product or services. Readers want to know what you know and how you can help solve their problems.

For better ranking, your blog should not be less than 300 words. Make it longer and be more creative.


Infographics are long vertical graphics that include statistics, charts, graphs, and other information. A successful infographic is usually simple, impactful, and meaningful. They are creative visual representations of data related to a particular topic. Marketers use images, icons, data, text, graphs, and diagrams to tell a data-rich story with infographics.

Infographics marketing makes a grand addition to blog posts, and they’re also excellent for increasing engagement on social media. 

Podcast Marketing

Podcasts are an accessible type of content marketing that empowers consumers to get their information while performing other tasks.

Podcasts offer an excellent opportunity to open up new revenue streams by working with sponsors or using affiliate marketing. They are digital audio files distributed online, usually in instalments, and consumers can access these audio files by downloading them, listening on your website, or accessing it on apps like Spotify.

Video Marketing

Video content marketing presents opportunities for all kinds of businesses. This marketing effort helps explain the benefits of a particular solution, details about a product or service, or the nuances of a complex problem.

Videos and podcasts are one of the largely untapped forms of content marketing. This is because most people think it’s expensive and difficult but is it quite easy if you put in the right equipment and effort.

Webinar Marketing

Webinars are also an effective content marketing channel. It creates online seminars that you can create and host your audience. Here they can either go live or do a record. Webinars allow businesses to educate their audiences, showcase products, and build long-lasting relationships with potential clients. It is also an excellent way to team up with other brands.

Case Studies

Case Studies are an element of marketing created to outline your success with a particular client. It describes issues that a real customer had, and how your product alleviated that challenge. The success of a productive case study is to first highlight your customer, then your product comes second. Case studies are often the make-or-break assets that help your leads decide whether to work with your company or not.

There is no particular hack for success in content marketing. Put your best into it and try to understand what the audiences need. Do not use only one method, and stop there. Try the others and see what works best for your business. Remember, getting leads sales is not an immediate thing, it’s a gradual process with some expertise skills. 

If you’re still looking for ways to get started or want an expert to help manage your company’s content marketing, then you can count on Xanda’s online marketing services. With our expert knowledge and years of professional experience, we will help your brand to build genuine relationships with its’ target audience. In return leads to an increase in return on investment.

For more information, get in touch.