In the busy and often chaotic world of technology and the connected world, content marketing is the foundation of all successful online marketing activities. As a digital marketer, I have witnessed content that has the ability to transform a brand from just another name in the marketplace to a trusted thought leader within their industry.

Content marketing is the process of creating valuable, relevant, and consistent content to attract and engage a defined target audience. Content marketing attracts consumers by giving them the information, stories, and insights they need to know, rather than pushing the products and offerings out to them like traditional advertising has been done. This is what builds trust – and trust is what drives conversions.

Content marketing has the added benefit of a time-based value. A well-optimised blog post, video, or infographic can drive traffic and lead generation for months, and perhaps even years after the initial publication. This makes content durable and one of the most affordable benefits any business can invest in for marketing value.

Content is important to SEO (Search Engine Optimisation). Search engines reward websites that are regularly sharing valuable, high-quality content with a higher search ranking. This visibility helps to meet the ultimate goals of driving purpose in front of the target audience – an added bonus without having to pay for traffic-based advertising.

Great content also improves brand authority. When a business is willing to share their knowledge by way of blogs or articles, it builds trust with the audience.