What Is Content Marketing? | Glossary

Content marketing uses various types of online content to educate readers, build brand awareness, generate leads, establish authority within an industry, and increase conversions. Content marketers can reach audiences in several ways, including:

• Blog posts
• Social media posts
• Online videos
• Transcriptions
• White papers
• E-books
• Infographics
• Product descriptions

A successful content marketing strategy takes advantage of search engine optimization (SEO), calls to actions (CTAs), and engaging messages to raise awareness about a company or its products and services. Often, content marketers use a combination of platforms to reach their audiences. For example, a compelling social media post could help drive traffic to a blog post that tells readers what features they should look for in an IT security firm.

Although strong writing is at the core of every effective content marketing strategy, planning and research also play critical roles. Creating a strategy could involve time-consuming tasks like:

• Researching keywords
• Defining audience personas
• Using internal links to keep readers on your site longer
• Optimizing meta descriptions
• Identifying reliable sources that will increase your content’s authority
• Tracking metrics to see which approaches work better than others

In other words, you can’t sit down and simply write content that succeeds. You need to take a data-driven approach that adjusts to metrics and meets your audience where it is.

Today’s best content writers have experience in SEO, matching brand voices, and moving customers through the sales funnel. They know how to engage readers with straightforward information that they can use. They also know that you rely on their skills to increase revenues. Taking a dual approach makes it possible for them to gently nurture customers without relying on the advertising messages that many consumers dislike.

Scripted can help you get the content that you need to drive your marketing strategy. Browse our content writers for hire to find someone with experience in your industry. Writer profiles also include reliability scores, client reviews, and writing samples that will help you make an informed decision.

For a more holistic approach that includes keyword research, regular KPI reports, and a strategy built with SEO in mind, become a Cruise Control member to start a fully managed account that does the heavy lifting for you.