What is Content Marketing?

The objective of content marketing is to transmit and spread information about your business and to activate business relationships through information that people and potential customers are interested in reading. It is a multidisciplinary treatment as it incorporates marketing, email, social and SEO activities but not necessarily directly. According to Forbes, 88% of B2B marketers use content but only 32% have a defined strategy.

What is not Content Marketing?

Not SEO or link building. Good content can help these areas but that is not the point. When the focus is more on SEO or links than creating great content you end up shooting yourself in the foot.

It's not about getting direct sales, either. Don't try to sell products or services directly in content marketing. People don't want to read a 500 to 1000 word article about your offers or products. You are not informing or educating them. You are bombarding them with a 1000 word pamphlet. Instead of building a relationship, you end up boring and alienating your prospects.

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What is "good" Content?

You already know what the goal of Content marketing is, but you still don't know what makes Content "good". As the owner or employer of your business, you have knowledge beyond what your target audience may have. Let's see how we share that information.

Who is your Audience?

The tone of your content should change depending on the target audience. For example, a B2B company (Business to Business or Business to Business in English) may contain more technical and professional information, but something aimed at the general public should be more simple and relaxed.

Be creative

The content you create, no matter how it is presented, must have value for your target audience. It should also be easy to share and something people want to read. You must be creative. Use the specialized knowledge you have to create something that few people have seen or read before. Try to get information and put a new angle or point of view. Try to incorporate information that is valuable over time, not just now, in such a way that it can be used for long-term reference.

Being creative goes hand in hand with the type of content you share. In the variety is the spice. Don't deliver the same type of content all the time. One month you write an article, the next you make an infographic.

Publish and distribute the Content

Essential aspects of content marketing are the publication and distribution of content through various media. This is not about posting on any site, but about creating a systematic approach designed to develop and grow relationships with potential customers.


Blogs are the soul of Content Marketing. They are on your site, building your brand, depending on the CMS platform, they must be stunning content, full of images and references. You control the narrative, unlike a newspaper or online articles written by others. It is an ideal path for sales since they are on your site and are more willing to explore. Blogs are designed to be shared via social media and email marketing.

Reports and Case Studies

There are few forms of content that prove to your potential customers that you are at the forefront of your industry or sector. One of them is a Case Study or Report, which provides relevant information on a complex topic. In many cases it is very technical and the objective is to help the reader understand a complex concept, solve a problem or make a decision. The best and most common way to distribute this type of assignment is through a download and it can also be linked to social or more business-oriented pages like Linkedin.

Social Networks

Social networks are not just a distribution channel, they are also a form of content marketing in themselves. Fun and informative posts, tweets and images can go viral quickly. Your posts are shared by your fan base, but can be further spread through sponsored posts and tweets. This allows you to expand your fan base and attract more organic traffic to your website. It is also valuable to build relationships and trust with people who comment on your posts. If an "influencer" in your industry shares a post, it can mean growth in the short term.

Guest Posting

When you can write content for other media, blogs, or online publications, you have access to a previously unavailable audience. No need to post in high traffic publications. It can be local communities or sites of common interest that can attract new customers and traffic to your website.

Mass mail

Email newsletters have been a useful marketing tool for decades, but the advent of content marketing has outpaced their influence. However, a good newsletter design filled with information and content not geared towards selling products is a great way to retain customers and create brand ambassadors. It keeps your business fresh in the minds of your customers, achieving the goal of attracting new interest in your products and services.

Press releases

Press releases existed before the Internet and were originally faxed to news organizations. There are several ways to expose content massively, with news organizations being one of the best tools for this. A press release should be news-oriented and not informal content like a blog article. They tend to follow a strict format and content. The main form of distribution is through direct mail or public relations services. Direct mail to news organizations should contain attractive references to journalists. Public relations services upload the content to their sites and distribute it to the appropriate media. If you need a faster response, more or better distribution targets, it will cost you more money.


Infographics are a great way to synthesize information in a fun and entertaining way. They are very popular for their attractive content and ease of distribution through social networks, such as Pinterest or Instagram. When you take a little more time to create an infographic that looks good and is also informative, you will be surprised how quickly it is shared on social media or other websites. Just keep in mind to recognize the sources and attribution and rights of images that you use in its preparation.


Although we have focused on written content, video is also content. Instructive, informative or just plain funny, they are shared on Facebook, posted on your website, YouTube, etc. Videos should be informative and entertaining to apply. Likewise, if you use video as content marketing, you must take into account quality aspects such as impeccable production (good lighting, editing) if you expect it to be shared or you want it to go viral.

By: Joseph Angersoen
19 de November de 2017
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With more than 20 years of experience working in technology, web design and development, marketing and data analysis. We offer solutions to the challenges of today's competitiveness in an increasingly digitized world.

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