Content marketing overview

Updated: Sep 26, 2021

Nowadays, good marketing needs a good content strategy behind it, regardless of industry or business model. That is why the phrase “content is king” is current today and something to keep in mind within all organizations.

1. What is content marketing?

Content marketing is the development and distribution of relevant, useful content—blogs, newsletters, white papers, social media posts, emails, videos, and the like—to current and potential customers. When it’s done right, this content conveys expertise and makes it clear that a company values the people to whom it sells.

The consistent use of content marketing establishes and nurtures relationships with your prospective and existing customers. When your audience thinks of your company as a partner interested in their success and a valuable source of advice and guidance, they’re more likely to choose you when it’s time to buy.

Content marketing has proved its usefulness in many aspects, such as: attracting leads, generating interaction, ensuring loyalty, creating a good image, understanding customers.

2. How content marketing works

To use content marketing effectively, you’ll need to deliver the right content at each stage of the sales cycle—from awareness through consideration to purchase. Click here to know more about Customer Journey.

Awareness stage

At the first stage of the sales process, your content should focus on the top concerns of your audience. Writing about their pain points, challenges, and questions gives you the best chance of engaging with them. Content at the awareness stage should be educational, how-to advice.

Best content for this stage: articles, blog posts, e-books, videos, newsletters


  • A restaurant writes a blog post about how to plan a menu for a graduation party in the spring.

  • A bike touring company creates a short video on the topic “3 Ways to Choose the Right Bike Trip.”

  • An architecture firm creates an e-book called “Questions to Ask Before Hiring an Architect.”

Consideration stage

In the consideration stage, content should offer a hybrid of helpful information and marketing. It should educate the reader about what features or functions to look for and how various features address their needs. Of course, your content should have a bent toward what your business offers.

Best content for this stage: case studies, how-to articles, how-to videos, checklists/worksheets


  • A cloud-based phone system company creates a checklist entitled “8 Ways to Improve Your Phone Customer Service” that details the features and functions that make great customer service possible.

  • A landscaping company creates case studies about “The Biggest Mistakes Most People Make When They Hire a Landscaper.”

  • A catering company features case studies of successful events with a focus on the benefits they offer, such as “How to Accommodate Food Allergies at Your Next Event,” or “How to Ensure Your Caterer Uses Sustainable Practices.”

Closing stage

Content marketing plays an important role when a prospect is close to buying. At this stage, you can focus on sales, as long as you continue to drive them to why you’re the best choice rather than just how great your services or products are.

Your central message here should be your expertise, knowledge, and the differentiating benefits of what you sell.

Best content for this stage: case studies, user-generated content, buyer’s guide, product video, research report


  • A consulting firm creates a research report proving that businesses that engage in strategic planning, assessments by outsiders, and other services—shaped by what services it offers—experience higher growth.

  • A design agency creates short videos showcasing the variety in its work across different industries to demonstrate its diverse expertise.

  • An orthodontist practice encourages patients to contribute testimonials about its state-of-the-art equipment and top-notch service.

By: VSHR Digital Media

Source: 1. Forbes, June 2020

2. mailchimp

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