Why content marketing matters and its three building blocks

Content marketing is a long-term activity that doesn’t deliver immediate success. It is, however, effective and organisations can be persuaded to invest in and support it.  

Why it matters

Content for marketing and content marketing are different, with the latter focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience to drive customer action.

Takeaways

• The benefits of content marketing are brand building, which leads to market intelligence, and client intelligence.
• A sound content strategy requires the three basic building blocks of producing, amplifying and analysing.
• If organisations can’t measure ROI, they must identify the goal, target audience and the metric used to measure progress.

Key quote

“Content marketing needs a high level of commitment from like-minded, strategically minded content specialists to keep that vision alive not just for weeks, months, but for years” – Gauri Jaisingh, senior director and global content strategist, JLL.