What is Content Marketing

More and more brands are developing a Content Marketing strategy on their websites under the blog format.

A booming and expanding strategy that right now is one of the great bets that any brand carries out at the digital marketing level.

However, it is not the only type of strategy that we can develop with our content.

Throughout this post we are going to give you a few reasons and ideas why you will first understand its importance, and second you will begin to implement a strategy based on it.

What is content marketing?

The Content Marketing (content marketing) It is a strategic process that a brand implements creating valuable and relevant content with which to attract a target audience.

It is therefore a matter of focusing a whole series of actions on the attraction of an audience with content of value and interest, but not necessarily and directly with the sale or purchase process.

First we attract the potential client through content of value to him and then once we have earned his trust we try to make him a client.

It is not about creating content to be created, as we are going to see throughout this post, but rather about generating content to obtain a series of objectives, such as converting that target audience into customers and finally get sales.

Thus, with Content Marketing we create a process in which we achieve these advantages:

Capture and retain customers

By providing valuable content we narrow affinity ties with our target audience and create a positive relationship of trust to get them to buy our services or products again.

Reduce costs

Although its implementation has costs, these are lower than other types of strategies.

Although its results may not be immediate, it is a strategy that is very more profitable in the long run.

Increase conversions

We said it before, the goal is convert into customers to our target audience.

Reinforce the brand image

It is possible to obtain greater visibility as a brand but not in any way but by positioning it through valuable content that reinforces it, positions it as reference in your sector.

The brand is promoted but far removed from the traditional marketing methods associated with advertising campaigns linked to the sale of products or services.

Increase traffic to your website

By generating more content, you will be able to obtain more possibilities of capture visits to your website, either organically or through referral traffic.

Improve the positioning of our website

A good strategy helps our website to improve SEO and therefore improve its search engine optimization organically in the long term.

Content Marketing goes hand in hand with a good SEO strategy.

It may interest you: SEO trends 2021, key aspects that you should take into account

Although a website should try to position itself on its most prominent pages (mainly Home, services / products) to a series of main keywords, it is necessary and convenient to also position for other secondary and related keywords, in most cases « longtail ‘related to the main ones.

In this way, the web as a whole is positioned by more search intentions, but it also strengthens and transmits authority to the main pages of the web to improve its positioning.

In what channels or formats can we implement Content Marketing?

Content marketing formats

We can develop actions through different channels as well as establish a strategy in which we can combine several of these at the same time, or what is the same, develop an omnichannel strategy.

When we talk about channels through which to share our content, it is convenient to clearly differentiate the types that exist:

Own media channels

They are those in which we have the ownership of everything what is shared, we are the ones who publish and decide to share the content.

For example your website.

Organic media channels

They are all those media in which, thanks to the positioning of our brand, our contents appear published or obtain more visibility.

It may interest you: How to optimize the Local SEO of your website

We are not in control directly of what is displayed and how it is displayed.

For example in the Google search engine. As a brand we can draw up an SEO strategy on our website but if the algorithm changes tomorrow (and we assure you that it changes with a certain frequency) the results may change.

They are all linked to advertising campaigns (SEM).

For example, a Facebook Ads campaign to promote certain content.

Earned Media Channels

They are the most important but at the same time the most difficult to achieve.

We talk about earned means when it is your own audience that shares your content.

This happens with certain brands that we all know.

Here are the most prominent channels.

Web / blog

It is the most prominent channel in which to offer valuable content to your target audience.

It is the most outstanding of all for one main reason:

In most cases, your website will be the main channel of communication and visibility for your brand.

It establishes a whole publication plan with those topics that, although they do not directly deal with those topics to be positioned on the main pages, they doirvan to reinforce that which is a priority.

For example, let’s say your brand sells a special type of puff pastry that differs from other brands.

Probably on your blog you could treat content such as recipes with that puff pastry.

That way you would be offering valuable content that you would be linking directly to your star product.

And of course your ultimate goal is not to position yourself as a benchmark in puff pastry recipes but to sell puff pastry.

But a good positioning strategy for puff pastry recipes will help you achieve your goal.

Social networks

A good social media strategy basically consists of make, publish and ultimately, if possible, viralize our content.

It is important to understand that unlike the blog or the web in social media, we do not have control over how and what is published, but that we are the ones who must adapt to the requirements imposed on us (even so, networks are considered social media as own media)

And in the latter is the key, it is necessary analyze the particularities of each network to assess whether as a brand we are interested in creating content for that network.

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At the same time, this content is likely to have to be adapted to each social network, from the type of message we want to transmit to the format and arrangement of the audiovisual elements that we are going to use.

A very common mistake in brands is to have a presence by having it in all the main social networks.

Another common mistake, in addition to having a meaningless presence, is publishing content that is not your own or is not personalized for-by our brand.


The email is growing and once again being important is the strategies of the brands.

Gone is the bad image that email marketing had earned in the past due to the abuse that was done on a commercial level.

Sending newsletters to our target audience is a great way to attract customers or retain those we already have.

A good Content Marketing strategy through email marketing is one that begins with a good lead acquisition.

When we capture leads we must inform our target audience of the use that we are going to make of their data, noting that the purpose is to send them valuable content for them.

Of course we can do email marketing with other more commercial and aggressive purposes, but it is convenient that the person who has given you their data to receive only valuable content receives mainly that.

Once we have the leads, it is time to decide what content is of value, obviously if we have done the first step we already have a very clear clue of what our target audience is interested in.

Returning to the example of the puff pastry brand, if you have gotten the leads from a recruitment form placed in each of the recipes, it is likely that if you offer them more recipes and advice they will be of interest.


Online video is the format that has grown the most in recent years, studies like this one indicate that 95% of Internet users consume online video and that YouTube is the most prominent among the platforms.

Generating video content is more expensive, requires more planning, however the return that can be obtained is greater than with other formats.

Having a YouTube channel is essential to gain visibility through this type of format, let’s not forget that this platform has the second most used search engine, only behind Google.

Podcasts, Webinars, Mobile Applications, etc.

There are many other channels in which you can have a presence with your brand.

Ask yourself the same questions again as with the rest:

  • Am I interested as a brand to have a presence?
  • Can I provide valuable content for my target audience on that channel?

Launch your content strategy

Content strategy

Now that we know what Content Marketing is about, it is time to draw up a whole strategy.

Here are the steps you must carry out for its design and implementation.

1. Content audit

Starting to publish content without taking into account what you have already been doing (or not doing) as a brand is a mistake, it is necessary to have all the information of those content that your brand has published at some point.

This audit will be very useful for us to know first-hand from what point do we start but also to be able to obtain valuable information that helps us later in defining what content to make, what content is of interest to your target audience, which channels are best for us or what corrections we should make before anything else (for example, delete content)

3. Set goals

It is necessary to set goals for your brand in order to develop a series of actions aimed at its success.

Your goals should be SMART (specific, measurable, achievable, relevant and defined in time)

And of course, never confuse them with KPIs.

KPIs are those indicators that help you as a guide to measure the achievement of your objectives in certain actions.

4. Define your target audience

Know who is the type of profile that your brand is interested in.

What kind of interests do you have?

How and where does he prefer you to interact with him?

When does he want you to connect with him?

5. Design an editorial calendar

An editorial calendar is a document in which to plan and record the publications of each of the channels that we have in order to achieve the objectives set out in our content strategy.

We recommend its use for these reasons:

  • It helps you to be constant in publishing content
  • Facilitates the adoption of long-term content strategies
  • Decrease the number of possible errors
  • Time optimization
  • Serves as a record of your entire content publishing strategy

6. Measure and analyze

Analyze at all times how your content is working, what results you are obtaining and implement on the fly the changes that you consider appropriate to improve your strategy.


As we have been able to verify throughout this post, there are many options to offer quality content that interests your audience, it is only about knowing their interests well and covering a series of needs in order to attract them and turn them into a customer.

And of course, surely the best thing is not to stay with a single option but to combine several of them in order to increase the chances of success of our strategy.

Have you understood better what Content Marketing is? But above all, have you understood how relevant and important it can be for your brand or business?