‘Content Marketing’ – a buzz word you hear a lot, but what does it really mean?

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Time For New Content Concept

Content marketing focuses on the creation, publishing and distributing of valuable content to a specific target audience. The concept behind content marketing is to:

  • Attract the attention of your target audience with the intention to generate leads
  • Expand your existing customer base
  • Support in generating or increasing sales
  • Raise your brand awareness and profile within the industry
  • Engage with an online audience to expand your digital footprint

Businesses are recognising the need for valuable content and therefore digital marketing strategies and resources are continually increasing.

However, with the increase of more content readily available, it can be difficult to differentiate yourself in such a busy marketplace. People share content in similar ways, through the same channels, so for your content to be a success you need to understand what makes you different and how your message can stand out above others in a crowd. To do this, you need to consider the types of content marketing that work for your brand…

Content marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs and social media posts) that does not directly promote the brand but is intended to stimulate interest in the brand and is a form of content that will educate your audience as well as demonstrating your knowledge and expertise. Successful content is that which your audience finds engaging and will therefore interact with and share to their own network.

But what’s the point?

Whatever form of content you produce, it should give your audience an experience. Great content, presented in the right way, can be an effective way to educate, influence and persuade your audience whilst continuing to build your brand profile. But it’s not enough just to create great content, it’s about how you publish this content to differentiate yourself. For example, a typical infographic is a visual representation of information or data intended to present information quickly and in a precise way.

How you display this data is up to you. Incorporate your brand and personalise to reflect your identity and ensure it’s recognisable in the marketplace as your own unique content.

This gives you credibility with your target audience and demonstrates your knowledge and expertise so they will be encouraged to engage with your company, this will hopefully then result in increased brand awareness and sales of your product/service.

Did you know…

79% of content marketers who are using interactive content, plan to increase their use of it in the next 12 months.*

87% of marketers agree that interactive content grabs the attention of the reader more effectively than static content.*

77% of marketers agree that interactive content can have a reusable value resulting in repeat visitors and multiple exposures.*

*Content Marketing Institute 2017 Interactive Content Research Study.


The concept of content marketing might sound daunting, expensive and time consuming, but it doesn’t need to be. Capella Synergy has experience in all forms of content marketing and has a great understanding of the value behind the content and how it should be shared. If you want to know more, contact us today!