What is Content Marketing?

Content Marketing
Lexicon's Kreg Tool booklet is an example of content marketing

By Abby Wolner

Check our URL: Lexicon is all about content marketing. We understand the power of good content, how it can help organizations connect with prospects and build lifelong, profitable relationships. We know that creating content is one way an organization can establish itself as a trusted thought leader and industry expert.

Yet, many organizations have not yet embraced content marketing or used it to its full potential. Read on for an intro to this increasingly mainstream marketing tactic.

So, what is content marketing?  

Content marketing is the creation, use, and distribution of brand-relevant content for a target audience that finds that information valuable. When executed correctly, content marketing can help an organization reach and retain its core audiences and drive profitable consumer behavior.

Content can take many forms, depending on what makes sense for your brand, your audience, and your products and services. Content possibilities include:

  • Newsletters
  • Digital content
  • Videos
  • Social media content
  • Photography
  • Magazines
  • Websites
  • White papers
  • Books

In fact, this blog is an example of content marketing. Lexicon uses our blog as a way to educate clients and prospects and engage with fellow marketers. Here are three other examples of content marketing we love:

  • LearnVest’s blog answers its readers’ financial questions.
  • Land Rover’s inventive Instagram captures the spirit of adventure.
  • Caterpillar’s #BuiltForIt videos prove how tough the company’s machines are.

Do you need content marketing?

B2B, B2C, small businesses — it doesn’t matter what type of business you’re in. Content marketing is an essential component of modern marketing programs.

industries that use content marketing

Businesses love content marketing for good reason. Content marketing helps:

  • Build brand awareness. Use content marketing to draw your audience in with information they’ll enjoy. Content marketing revolves around your consumers, providing quality information they can apply to their lives or work.
  • Strengthen brand loyalty. Providing valuable or entertaining content without a sales pitch builds an authentic relationship between brands and customers. When consumers have a need, they will turn to you for an honest, transparent answer.
  • Generate sales and leads. Content marketing helps establish your expertise in a particular field and engages prospects through their pre-buying process. When prospects are ready to buy, they’ll be naturally inclined to turn to you.

If you’re still curious about content marketing, you may enjoy one of these posts:

How to Be an Effective Content Marketer

5 Ways to Make Lovable Content

How to Choose a Content Marketing Partner

  1. branding
  2. content marketing
  3. digital media
  4. editorial content
  5. web design

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