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Content marketing is the process of publicising or advertising an organisation, business, website or service through the posting of blogs, articles and other types of post. This includes marketing through advertising recommendations, reviews and promotion placed within the content, as well as content placed on third-party websites (which tend to be focused on providing backlinks).

The Content Marketing Institute describe content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action.”

The Benefits of Content Marketing

Driving traffic to a website

Every time you produce content on your website, that’s one more indexed page on your site, one more chance to appear on a Google search result, and subsequently one more opportunity to drive traffic to your website.

Content also helps with social media marketing. Every time you upload content, you’re creating something that people can share on social media such as Twitter, LinkedIn, Facebook or Instagram, which helps expose your website to a new audience.

Content can also assist with social media posts. Instead of producing new unique social media posts, the content can be repurposed to smaller social media length posts. It should be straightforward for a 500-word article to be split and repurposed into 3 to 5 strong, social media posts.

Converting traffic into leads

With new traffic arriving at your website through new content, there is the opportunity to convert these visitors into leads. This is simple: make sure you have a lead-generating Call-To-Action (CTA) embedded into every post.

The CTA should lead to free eBooks, free whitepapers, free webinars, a free trial or a discount. Remember that posts are at the start of the sales funnel, so don’t try and convert to a sale immediately – look to gain trust and provide some value that someone would be willing to exchange information for, such as their email address, etc.

Establishing Domain Authority

The best content provides answers to questions raised by leads and customers. If you’re consistently creating content that’s of value for your target audience, it’ll help establish you as a trusted authority by both your audience and Google.

Domain Authority (DA) is the measure of influence and authority given to a website as a score out of 100 by Moz. So, keep an eye on both the overall website DA and the content authority, known as Page Authority (PA).

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