Content Marketing is a marketing technique, where companies publish valuable contents for their target groups in order to increase customer loyalty, branding or even for customer acquisition. It is part of inbound marketing where consumers can get information, when they need it, whereas in outbound marketing like advertising people get to see it, whether they need something or not.
Before consumers decide to buy something, they will search on the internet after relevant information like experiences, reviews, opinions etc. That is why it is important to publish relevant, useful and valuable content to have an influence on their purchase decision. It is less about advertising, but more about storytelling. So it is more about subtle influence on their purchase decision. For example the company Knorr also provides recipes or Schwarzkopf provides tips about hair care and haircuts.
Google also emphasizes, that good quality content is the first thing, you should focus on before doing SEO, but how does Google know, which content has high quality? They measure, how long a visitor stays at the website, but backlinks are still key, when it comes to evaluating a website.
One of the advantages of content marketing compared to the traditional marketing is, that it generates 3x times more leads, because that is the preferred way for consumers to get to know a new company. 70% of the people like to know something about through an article than through advertising.
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