Tuesday, March 28, 2023

What is Content Marketing? Benefits, Types, and Examples


Digital marketing has been a real revolution for companies, one of its many aspects is content marketing, which offers multiple advantages to grow our business. Do you want to know what it is and how it can help you achieve great results? I’ll tell you next.

What is Content Marketing?

I am convinced that you have already heard the famous phrase, “content is king” and it is not surprising, according to the latest study by the Content Marketing Institute, 56% of companies consider it to have been their fastest-growing area. 70% believe that their strategies are more effective than the previous year and 93% confirm that they have acquired a serious commitment to this marketing discipline. These data help us to get an idea of ​​its effectiveness.

Content marketing is a marketing technique that seeks to create content that is interesting and relevant to users, to attract and connect with them.

Generating content has become one of the main concerns of companies when establishing contact with users. Content marketing is now one of the most efficient strategies, but … Why has it become such a fundamental part of marketing?

“If traditional marketing has always spoken to people, content marketing talks to them.”

Objectives of Content Marketing

The objective of this marketing strategy is to generate attractive content for the user, which is able to get their attention to attract them until they become customers. In addition, there are other objectives as we see below:

1. Achieve visibility

In content marketing, it is necessary and very important to put into play all the creativity possible in the development of content. Making a more visual and more dynamic publication will attract more customers than if it is done only through a text. Continuous innovation in the formats and processes used is necessary so that it arouses interest.

2. Granting value to the company

The knowledge of a company is one of the most powerful weapons available, if it is demonstrated that a company is aware of the concerns and interests of the consumer, from the perceptual point of view it will be viewed with very good eyes, being able to establish the desired engagement between company and consumer.

3. Customer loyalty

The style of the published content will be essential to connect with a specific consumer profile. If there are common points of interest, customers will be grateful to the brand, they will be faithful to it and that will bring great benefits to the company, not only in sales but in generating a community around the brand.

4. Establish a network of stable contacts

Thanks to content marketing, in the online environment, can be huge benefits, not only think about getting customers but be perceived as an important brand in your niche. The content generation will open the doors to a large number of contacts. In addition, the conversion is something fundamental in the elaboration of content, getting leads will allow establishing future relationships.

5. Increase commercial sales

Although essential, this discontinued being one of the main objectives of the company to become a consequence of a job well done. Great benefits can be generated, but never put them before other aspects such as brand reputation, since in the long run, it would bring bad consequences and results.

Benefits of Content Marketing

  • A positive image of the company: publishing content that helps the user favors the image of the company. Getting users to place their trust in your own company is a necessary aspect to boost your business.
  • Increase credibility: generating content that resolves doubts and questions about your company’s products or services helps them to consider us as a professional company and increase our credibility.
  • Generate traffic to your website: SEO web positioning plays a very important role, quality content will allow you to position yourself in the first results of the SERPs and that will impact on high levels of traffic to your website.
  • Brand awareness: users can learn more about your brand or company, this translates into greater awareness of your brand. Knowledge about the brand and your activity may mean that more sales will occur in the future.
  • Differentiation: content marketing helps us find users before other companies that do not work. However, if our direct competitors have already implemented this strategy, it will allow us through the content to offer a unique and differential style.
  • Economic communication: allows us to connect with your customers in an economical and simple way. In addition, the content can become viral and obtain a high number of views.
  • Help with the purchase decision: focus the content towards recommendations and advice, it will facilitate the users’ purchase decision towards our own interests.

Types of content marketing

Content creation is a good method to generate engagement. For this, as we have said before we must innovate and be creative, here you can see the different formats in which we can make a good content strategy.

  • Images: they are a simple method capable of attracting user attention, networks are usually full of images, either to promote products or to give value to a brand.
  • Infographics: they are created by brands and companies to translate information from a text to a more visual scope. In it, we can find percentages, graphics, and information of interest adapted to a simpler format for the user’s view.
  • Videos: in content marketing, videos, like images, have a much more attractive format, where there is no need to read a text that can be boring. The combination of image and audio is widely accepted by users.
  • Tutorials: they have become a very useful type of content, either to demonstrate a product or to explain how it works.
  • Ebooks or guides: both have a very similar format, where the objective is the same, expand information and deepen on a topic of importance to the user.
  • Presentations: they can contain very useful information on some subject and summarize a lot of information in a single format. Slideshare is one of the most used platforms for presentations.
  • Apps and games: their functionality is usually related to the activity of the company, it is an innovative way to establish contact with users through other channels.
  • Webinars: they have become a method to get leads. Through this type of platform, contacts are made with people interested in obtaining free training or information about any relevant event.

Content Marketing Examples


Nike knows that content that adds value to the user is a very powerful tool, so he developed his APP: Nike + Training Club. In this mobile application, users have at their disposal more than 180 training, advice, exercises, routines and specific sports programs, also have videos and expert trainers that will help you achieve your sporting challenges and the body you want.

Nike Training Club: Fitness
Nike Training Club: Fitness
Developer: Nike, Inc.
Price: Free
‎Nike Training Club: Fitness
‎Nike Training Club: Fitness
Developer: Nike, Inc
Price: Free

Without a doubt, an example of content marketing.


The Swedish multinational dedicated to the manufacture of furniture and products for home decoration knows that working on content marketing is vital, so it develops from several channels: social networks, videos, blog …

His blog, called ” Ikea Ideas ” is It has become one of its main sources of content generation. In it, share ideas, tricks, and tips about your products and decoration. The content is not focused on the characteristics of your furniture, but on how to generate experiences thanks to them, to create the home you want.

content marketing IKEA
content marketing IKEA

As we have seen throughout the article, the generation of content is gaining more and more relevance and therefore the content strategy has become one of the main digital marketing strategies of companies. And you have already started working on your content marketing?

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