The practice of using valuable, relevant content marketing rather than adverts has undoubtedly been one of the key changes in marketing over the last 10 years.

Whether it’s in the digital space, PR or social media, businesses across the globe, big and small, are investing more and more in producing killer content which resonates with consumers and turns them from mere prospective buyers into true fans and ambassadors.

But what exactly is content marketing?

The Content Marketing Institute defines the term as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

To simplify this, content marketing is creating and sharing educating and engaging content with your audience through whichever channels you choose. This might be on Pinterest, Twitter, a blog or a via press release in the media. If done right, this content will help position your business as a thought leader and could give you an edge over your competitors.

But it’s important to remember that different types of content have different purposes in terms of converting potential customers into loyal repeat buyers. For example, entertaining content such as quizzes, viral videos and games create awareness and attract new people to your brand. Educating content, which includes the likes of eBooks and infographics, takes the consumer further into the purchase journey. This is because this type of content gives people more information on what your business does and how it can help them.

The final stage in the purchase journey is to actually convert your potential customers into loyal fans who return time and again to your brand. You can do this through developing convincing content, which includes case studies, testimonials, product profiles and interactive demos.

But a small word of warning. Before you forge ahead and start creating content, make sure you know your target audience inside out. What are they interested in? What are their like, worries and hopes? By understanding what makes your audience tick, you will be in a good position to plan content themes.

By working with an agency such as Approach, you will have access to specialised communications professionals who understand different audiences. We are experts in developing key messages about your business, then serving up this content to consumers in the most effective and timely way.

So, why not get in touch and find out how we can help you develop a killer content strategy that has a big impact on your business?