What Is Content Marketing? (Benefits, Examples And Metrics)

By Indeed Editorial Team

Published 20 May 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Content marketing is a powerful strategy that connects an organisation to potential customers using valuable and informative content. Using this marketing strategy, you can communicate the benefits of products and services to the target audience. Building and creating a relationship with your customers can increase sales, which is essential for your marketing campaign. In this article, we answer “What is content marketing?”, understand its benefits, highlight some content marketing examples and discover a few metrics to track the success of your online content.

What is content marketing?

The answer to the question, “What is content marketing?” is that it is a strategic selling method an organisation uses to create and share valuable information to attract and maintain a target customer base. Content marketing does not primarily focus on the brand, product or services but gives importance to the audience by creating informative content for them. Your content provides valuable information while marketing a company's brand. When used efficiently, content marketing can improve customer loyalty and increase a company's overall revenue and sales. This marketing tactic is helpful during these steps of the buying cycle:

  • Awareness: Customers become aware of your products and services during the first stage.

  • Research: In the research stage, customers research feasible solutions to their problems or products that fulfil their requirements.

  • Consideration: Based on the research a customer conducts, they compare different products and services to decide the best product based on value and price.

  • Purchase: After deciding on the product that fulfils their requirement, customers commit to a decision and make a purchase.

When you use content marketing, it addresses the first stage of the buying cycle as content helps the customer by educating them and giving them tools to make an informed decision. Usually, content is non-promotional and does not explicitly mention the product or service. The content you create can help customers make an educated decision about a product or service. Also, content marketing can drive profitable customer action.

Benefits of content marketing

Here are a few benefits of using content marketing:

  • Ensures visibility in search engines: Every new content you add to your website or blog means another page that a search engine indexes. Publishing more pages may not result in more traffic, but having more indexed pages can grant you opportunities to rank higher in the search engine rankings.

  • Increases brand visibility: When brands consistently provide helpful information, they are more likely to stay in the customer's mind. This helps in increasing brand awareness and recognition.

  • Reduces marketing costs: Creating content that resonates with the target audience might be time-consuming, but it is highly cost-effective in the long run. As this marketing establishes credibility, you can attract and retain more customers.

  • Attracts new customers: Successful content marketing can help you build an audience that shows interest in your content. By offering valuable information about a product or service, you can attract new customers.

  • Increases revenue: Another reason to use content marketing is to increase loyalty among the customer. You can even use this marketing strategy to increase revenue through cross-selling and up-selling products and services.

  • Increases conversion: The primary aim of this marketing is to inform, engage, educate and give value to the readers. When used tactfully, this marketing strategy can increase the number of conversions.

  • Increases following on social media: Sharing quality content on social media platforms can help a brand increase its followers. Content marketing can also help in enhancing engagement with social media users.

  • Generates more leads: It can generate quality leads because when customers consistently view and trust your content, the probability of making a purchase increases manifold.

  • Positions the brand as an authority: When you consistently share valuable information, you build your authority online and customers trust you because they view you as an industry expert. Quality content can make your business a credible place to get information from and you are likely to rank much higher in the search engines.

Related: Digital Marketing Job Description (With Job Examples)

Content marketing examples

As content marketing caters to diverse audiences and buyers' persona, a content piece can take many forms. Here are a few content marketing examples to consider:

Blog posts

Blog posts are important content marketing examples because they build brand awareness and enhance customer engagement. This a platform where you can discuss trending industry subjects, establish your authority online and explain how a product or service solves a customer's challenge. It can increase web traffic to a website. Also, once you have blog content, you can repurpose the content to create a social media post, video or e-book.

Case studies

Case studies are a great way for a brand to portray itself as an expert. It can help attract new customers because hearing the true story of satisfied customers is more inspiring and convincing. Using case studies, you can describe a real issue that an existing or past customer faced and how your product or service alleviated the problem.

Podcasts

Podcasts are an excellent way to deliver your message audibly to the target audience. It is a great content marketing example because it allows customers to enjoy the content while driving, working out, walking or cooking dinner. Also, podcasts are the gateway to producing multiple forms of content. For example, you can convert a podcast into social media snippets or a long-form blog post.

Video content

Videos are another popular way to share content and connect with your target audience. They are great for teaching customers how to fix a bug using software or showing potential customers how a company manufactures a television from start to finish. Explainer videos can complement your content marketing strategy by explaining the details and benefits of a product along with its nuances. Though videos are time-consuming and costly, they can generate exceptional results.

Infographics

Of all the content marketing examples, infographics are the ones that can garner a lot of attention in the form of inbound links and shares. This is because infographics are a visual way to present ideas. An infographic is a long and vertical graphic that displays information readable and visually appealing. You can use infographics to show complex data without using too many words.

Content marketing metrics

Here are a few content marketing metrics you can use to measure the success of your marketing efforts:

Content traffic

Traffic refers to the customers who view or access your content or website. Tracking the traffic to your content is essential because the traffic eventually converts into long-term customers. One way to measure the effectiveness of your content marketing efforts is by monitoring the following:

  • the number of people visiting a website

  • the rate of new traffic compared to returning traffic

  • the length of average session duration

  • the number of web pages a customer views every time they visit a website

  • the rate of change in organic traffic

Conversion rate

Another important and informative content marketing metric is the conversion rate. Tracking how many visitors turn into leads and how many leads turn into paying customers can help you understand your marketing efforts. By comparing sales and total traffic on the content or website, you can clearly understand the success of your marketing campaign. For instance, if website visitors are filling out forms and engaging with the chatbots, it might mean that your content marketing efforts are yielding the desired results.

Related: How To Calculate Growth Rate Using Different Methods

Sales

The best metric to measure the impact of your content is the sales you generate. Higher sales show that your content reaches a larger target audience. When you nurture the leads with the right content at the right time, more leads are likely to purchase.

Related: What Is The Difference Between Sales And Marketing?

Bounce rate

Bounce rate is a marketing metric that evaluates the effectiveness of your website and blog content's effectiveness and landing pages. Usually, a single-page viewing session results in a bounce. High bounce rate can be because of:

  • Poor site navigation

  • Low-quality landing pages

  • Poor quality content

Multiple page visits can signify a high-quality lead and reducing bounce rate can help increase conversion rate.

Onsite engagement

The aim of content marketing is not about getting people to visit your site, but it is about keeping customers there. Measuring how visitors interact with the content can help attract more traffic and make content marketing successful. If people stay on your blog, infographic or website for a long time or return frequently, your content marketing strategy is effective. You can then use this content piece to generate more leads and sales.

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