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Content Marketing in 2023: The Complete Guide

In today’s modern-day marketing world, where consumers are constantly bombarded with advertisements and promotions across every digital platform they visit, curating and sharing relevant and valuable content is crucial. This is especially true for businesses looking to capture, engage, convert, and retain their target audience. After all, the goal of content marketing is to nurture a trusting, credible and mutually beneficial relationship among consumers, ultimately driving profitable consumer action.

So, what is content marketing? Why is it important? What are the types of content marketing, the benefits it brings when done effectively, and how to develop an effective content marketing strategy? Read on to find out all about this concept that is more than just a trending marketing buzzword. 

What is Content Marketing?

Content Marketing is a marketing strategy that involves creating content for your business and then sharing that content constructively to attract, engage and keep a targeted audience online. This type of marketing does not follow a direct promotional approach but rather attempts to develop relationships, address concerns, promote loyalty, distribute value, and establish authority in an industry.

Now, content can take various forms, including videos, ebooks, reports, whitepapers, webinars, and more (explored in detail below). But at the heart of it, content marketing is a science and the key to successful content marketing is offering content that not only resonates with your target audience but also aligns with your brand’s voice and values, no matter the type. 

The Importance of Content Marketing

Customers today have easy access to a wealth of information and are becoming increasingly selective about the brands they engage with and remain loyalty towards. To stand out from competitors and build lasting connections with your target audience, your brand must prioritise genuineness and value. This is where content marketing comes in. By creating, publishing and distributing enriching and trustworthy content, brands can establish themselves as thought leaders in their industry and remain top-of-mind among their customers.

Content marketing is also essential for building brand awareness, generating and nurturing leads, improving search engine rankings, and driving website traffic. High-quality content can enhance a website’s visibility, increase customer engagement, boost conversions and sales, and help achieve long-term business goals. 

Types of Content Marketing

There are several types of content marketing, depending on the platform and audience used, each with its unique benefits. Below are some of the most trending types of content marketing:

  1. Blog posts: Blog posts are typically written pieces of content that centre around a particular area of interest. They aim to educate, inform, or entertain readers, while enhancing brand credibility and website traffic.
  2. Videos: Video marketing is a highly engaging and effective content marketing form that uses visual storytelling in the form of videos to promote a brand, product, service, or news. Reinforcing its popularity in 2023, Wyzowl's Video Marketing Statistics report revealed that 91% of businesses are using video as a marketing tool. 

  3. Infographics: Infographics are a popular content format due to their ability to present complex ideas in an easily understandable visual format. They can help engage audiences and increase brand recognition. 

  4. Articles: This content marketing form supplies in-depth information, research, or insights into a specific topic, industry, product, or service. It may also feature interviews with reliable experts and is created to inform, educate, and engage a target audience with specific goals in mind, such as establishing expertise, generating leads, or encouraging action. 

  5. Whitepapers: These are detailed, trustworthy pieces of content that dive deep into a topic related to a company, its products, or industry. They provide facts, evidence, research, and solutions, and are designed to inform and persuade while strengthening brand authority and building credibility. 

  6. Custom Reports: A custom report is a personalised, data-driven document that enables a company to feature its market research, product information, or interviews with experts to a targeted audience. It offers the chance to show thought leadership and build brand awareness. 

  7. Webinars: Webinars are engaging real-time (or pre-recorded) online presentations that offer expert content on a subject matter and allow for real-time interaction between the speakers and audience through Q&A sessions. They are an excellent choice for reaching a wider audience with your product or service, increasing brand awareness, generating new leads, and nurturing existing leads. 

  8. Case Studies: A case study offers you a platform to display your success and gain added visibility. It can also serve as an opportunity to enhance your reputation in a competitive industry, highlight your achievements, and with the added exposure, result in increased lead generation. 

As any well-versed marketer will advise, it is beneficial to use two to three content marketing types in combination with one another. This approach is called Integrated Content Marketing, and it enables businesses to deliver a consistent brand message to their target audience using different content formats, multiple channels, and numerous touchpoints. For instance, an article can be embedded in a newsletter, and a video can be shared via a landing page. This not only delivers a better return on investment (ROI) but also increases brand visibility and improves engagement, resulting in higher conversions. 

Benefits of Content Marketing

Content marketing can offer many benefits, help businesses achieve their marketing goals, and drive revenue growth when implemented effectively. Some of these benefits include: 

  • Boosted brand awareness, recognition, and visibility 
  • Increased lead generation and conversions 
  • Enhanced customer trust, engagement, loyalty, and retention 
  • Established authority and thought leadership in the industry 
  • Improved website traffic and rankings, and better social media traction

Get started with Content Marketing

Developing an effective content marketing strategy takes time, but once implemented, it can be a strong solution for businesses to attract and keep customers and succeed in today’s competitive digital landscape. Get started with content marketing by following these key steps: 

  1. Define goals: Find out what you want to achieve with your content marketing efforts. Do you want to boost brand awareness, increase website traffic, or generate leads? 
  2. Identify target audience: Figure out who are you trying to reach with your content. What are their interests, pain points, and needs that you can address? 
  3. Choose content types and channels: Narrow down the most effective types of content for reaching your target audience. Is it articles, videos, white papers, infographics, or something else? Decide on the content channels where you will share your content too. 
  4. Create and promote content: Plan out your content in advance, create it, and share it on social media, newsletters, websites, and other channels to reach your target audience. 
  5. Measure results: Use analytics tools to track your progress, see how your content is performing, and measure your results. Based on your performance, make any required changes and begin the optimised content marketing process again.

Partner with us

If you’re looking to improve your content marketing efforts, look no further than Smartcore. Our team of editorial, marketing, digital, and sales specialists can help take your content marketing practices to the next level.   

We offer a range of digital products and marketing services, including full-service content marketing where we handle every aspect of content creation and marketing for you. Our team can also produce custom content, including reports, whitepapers, infographics, interviews, and videos, and promote them to your target audiences across various platforms.   

Our record of accomplishment speaks for itself, with many renowned ingredients suppliers successfully reaching their target audiences through our digital marketing services. Contact us today to learn more about the services we offer and what challenges we can solve for your brand. Get in touch here.

Take a look at some of our success stories to see how we’ve helped other businesses succeed in their content and digital marketing efforts.  



Serena Warren

23 June 2023