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What is content marketing?

  • K. M. Wade 
  • 2 min read

Content marketing is an inbound marketing approach that relies on strategically creating, distributing and promoting content that is engaging, valuable and relevant to a well-defined target audience. As with all marketing, the ultimate goal of content marketing is to increase the number of desired customer actions, whether that be purchases (for businesses), donations (for charities) or another kind of action.


Content marketing typically achieves this by increasing brand awareness, leading prospects through the sales funnel, improving customer satisfaction and loyalty and encouraging advocacy. When done well, content marketing can substantially boost the effectiveness and decrease the cost of paid advertising campaigns.

Through content marketing, you can solve some of the problems your prospects and customers face and encourage them to purchase the right products and services for their needs. By attracting the prospects that would most benefit from your products and services, you can make a real difference to people’s lives and as a result, you’ll have happier and more loyal customers who spend more money with you and tell all their friends and connections how great you are.

There are three key ways you can benefit from content marketing. It can allow you to:

  • attract better quality prospects and generate better-qualified leads that can more easily be converted into loyal customers with a higher lifetime value
  • increase sales by attracting more prospects, converting more prospects into customers and encouraging more customers to make repeat purchases
  • decrease advertising and marketing costs by enabling you to reach more prospects and customers through free and less expensive platforms and by encouraging loyal customers to advocate for your business on your behalf

Content marketing is not only the future of marketing. It has already well and truly overtaken traditional marketing approaches to become the top marketing approach in the here and now.

Welcome to the world of content marketing. If you want to know more about this marketing approach, please don’t hesitate to contact me via email or on your favourite social media platform:

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Dr Kelly Wade

Dr Kelly Wade is a marketing specialist (strategist, copywriter, content writer, researcher) and author at K. M. Wade. She performs research and crafts content, copy and strategy for the entire sales funnel to help businesses win more sales and generate sustainable growth. She’s also a scientist, gardening enthusiast and mother of two young children.

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