What Is Content Marketing and Why Does it Matter?

What is content marketing Cheltenham? Cybersecurity content marketing specialist.
Alice Violet Creative

By Alice Violet

17 April 2023

Content marketing has become essential to any modern marketing strategy, and it’s not hard to see why. In today’s digital world, consumers are bombarded with marketing and advertising messages but often seek value, entertainment and knowledge. 

In this blog, I’ll explain what is meant by content marketing, and how sharing high-quality, valuable content can help your business grow. 


What is Content Marketing?

Content marketing is the process of creating and distributing high-quality content such as blog posts, videos, infographics, social media posts, podcasts and more. These pieces are designed with your target audience in mind to engage, educate, and inspire them. The ultimate goal of content marketing is to build a relationship and, ultimately, trust that goes beyond just telling them about your products or services. 

Regardless of what format you choose, whether a 30-minute monthly podcast or a 1-minute video on Instagram, the key is to create valuable and informative content

Why is Content Marketing Important?

Content marketing is essential for several reasons, including:

    1. Building Trust and Credibility: By creating high-quality content that provides value to your audience, you can establish your business as an authority in your industry. When something big happens in your industry, becoming a trusted resource to turn to builds credibility, which can mean they choose you over competitors.

2. Increasing Brand Awareness: Content marketing is an excellent way to increase brand awareness and reach a broader audience. This works in two ways: by creating content people are actively searching for by using keywords and answering questions (such as this blog!), and by sharing social media content tailored to your audience’s pain points. All of this should, of course, be shared on our brand channels, and if it’s truly useful, others will re-share it to their own networks too, raising awareness.<

3. Generating Leads and Sales: Content marketing can also be a powerful tool for generating leads and sales. By showcasing your knowledge, expertise, and skillset, you’ll showcase the value you offer to your audience. 

4. Improving SEO: Content marketing can also improve your search engine rankings by providing fresh, relevant content that is optimised for specific keywords and phrases. This, in turn, can help to drive more organic traffic to your website and increase your visibility online.

5. Fostering Customer Loyalty: Finally, content marketing can help to foster customer loyalty by providing ongoing value to your audience. By creating content that educates and inspires your customers, you can build a loyal following that will continue to engage with your brand over time.


How to Create a Successful Content Marketing Strategy

To create a successful content marketing strategy, there are several steps you should follow:

    1. Define Your Target Audience: The first step in any marketing strategy is to define your target audience. Who are you creating content for, and what are their pain points and needs?
    1. Set Your Goals: Next, you’ll want to set specific goals for your content marketing strategy. Are you trying to increase brand awareness, generate leads, or improve your SEO? Make sure your goals are specific, measurable, and achievable.
    1. Develop Your Content Plan: Once you’ve defined your target audience and set your goals, it’s time to develop your content plan. What types of content will you create, and how often will you publish it? Will you focus on blog posts, videos, social media posts, a podcast or a combination of formats? Ideally, this content plan should span a year, but if you don’t have all of this mapped out yet you can drop in some notable dates. and themes such as religious holidays or product launches, and fill in the details later.It’s also a good idea to plan when you will carry out your research such as audience data and SEO.
    1. Create High-Quality Content: The key to successful content marketing is to create high-quality content that provides value to your audience. Make sure your content is well-researched, informative, and engaging. Do you have the time and skills to create a library of content in-house, or will you outsource some of it? If outsourcing set a budget and spread this over the whole year so that you’re constantly sharing fresh, valuable content. Would you like to learn to create podcasts, videos and photography yourself? We offer training online and via Zoom.
  1. Promote Your Content: You’ll want to promote your content to ensure it reaches your target audience. This can include sharing your content on social media, email marketing, and outreach to influencers in your industry. Make sure you either have an over-arching marketing strategy covering each of these points or an individual strategy so that everything is goal-driven, achievable and measurable.


How to make content marketing less time-consuming?

Things like podcasts, written blogs and video take a long time. Not only do you need to plan, you also need to create, publish and promote the content. Therefore re-purposing is key. A podcast episode can be made into a blog post, an email, an infographic and at least one social media post. 

Remember that not everyone will see all of your content (it would be a great problem to have if they did!), so sharing the same content more than once on social media with a new angle is ok. 


Content marketing is a powerful tool for businesses of all sizes. Instead of advertising, where you’re forcing yourself to reach the target audience to sell them something, you are providing value over a period of time to build trust and long-term loyalty.

There are many forms this can take, from regular written blogs to monthly podcasts or daily videos. The key is to have a well-thought-out strategy in place, tailor everything to your target audience, and make sure it’s quality, valuable, and sharable. 

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