1. What Is Content Marketing?
Content marketing centres on producing useful, relevant, and valuable content for your target audience,
which generally includes both current and prospective customers. Most content marketing strategies include
written, video, or image-based content, and many incorporate all three forms seamlessly.
2. How Can You Measure the Results of Content Marketing?
When you invest in a content marketing strategy, it’s essential to track the results and determine your
return on investment (ROI). As a general rule, your goals determine the metrics you’ll track as you assess
For example, if you want to increase brand awareness, you might track website traffic, bounce rate, or
social shares. If you want to generate leads, you’ll track the number of leads, conversion rates, and
average time to close.
3. Can Content Marketing Generate Leads for My Business?
With the right strategy in place, you can use content marketing to generate a steady stream of new leads for
your business. While most brands offer content like blog posts, articles, and videos free of charge, they
also create high-level content, such as white papers, case studies, and eBooks to serve as lead magnets.
Then they require readers to opt in to a mailing list before gaining access to the high-level content.
4. What Type of Content Should My Business Create?
While the right content balance varies from business to business, most brands consider a few essential
types. Blog posts and articles tend to top out around 1,000 words and usually help readers understand how
and why to use your product or service. Case studies, white papers, and eBooks are substantially longer and
typically feature original research related to your industry. Infographics and videos generally explain and
illustrate concepts that you simply can’t convey via text. Depending on your brand’s goals, you might
include one, two, or all types of content in your strategy.
5. Is Content Marketing the Same as Social Media Marketing?
These two branches of marketing aren’t the same, but many businesses integrate their content marketing and
social media marketing strategies. This synthesis helps brands ensure that they’re optimizing their
While content marketing encompasses written, graphic, and video material that can live on your company’s
website or any number of other places online, social media marketing takes place strictly on platforms like
Facebook and Instagram. Many social media marketers build their editorial calendars around sharing links to
content that their brands have created, as this practice can drive views and value.