The what, how and why of content marketing

The what, how and why of content marketing

After joining the contentgroup team I did the rounds amongst family and friends telling them all about my new job. A few months on I still run into people who I haven’t seen in a while and update them on the news.

There’s one thing I quickly realised… Although content marketing has been turning into a bit of a buzz word, many people have no idea what ‘content marketing’ means.

Many claim to do it, when they actually don’t.

Some know they need it, but don’t know why.

Only a few know what it is, and execute it well.

To be completely honest with you, it’s probably not something I could have defined to you nine months ago. I didn’t learn about content marketing at university – or rather had been taught parts but not under the ‘content marketing’ terminology.

Surrounding this new way of thinking and communicating is a lot of uncertainty and confusion.

So I got to thinking, what is ‘content marketing’ anyway? And how can I explain this to people who haven’t encountered it before?

According to the Content Marketing Institute;

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

Let’s break this down.


It isn’t a one-off occurrence, event or solution. Content marketing is an ongoing process. It requires consistency and longevity.

It’s a process of optimising effective communication to engage your audience.

It’s not about favouring digital media over traditional and vice versa. Content marketing marries the strengths of traditional communication activity with the distribution power of digital technology.

Personally, I like to think of content marketing as storytelling, with very real, very effective outcomes.


Through creating and sharing content that is relevant and valuable to your audience.

Content that they will find interesting and helpful. The focus isn’t on communicating what you know, but rather providing solutions or answers to what your audience wants to know.

Content can take many forms – online, offline, text, websites, blogs, video, audio, events, images, infographics – basically any imaginable form of communicating.


Content marketing ensures you are effectively engaging your audience and strengthening relationships with them.

By doing this, content marketing helps you to achieve their goals. Whether it is surrounding reputation, perception, awareness, action or increasing business.

When you are communicating with a positive, engaged audience, the sky is the limit.


I like to think of content marketing as storytelling.

Every day at contentgroup we think of new, strategic and engaging ways to tell a client’s story to their audience.

It’s an ongoing process of creating the best content, shared across the right platform, to the appropriate audience, in the most engaging way possible.

By doing this we open up many opportunities for our clients.

When people ask what I do, I say;

I work at contentgroup. I am a storyteller. Each day I think of the most engaging way to tell a client’s story to their audience in order to help them reach their objectives.

Photo: Orin Zebest

Each week a staff member puts pen to paper to write about an aspect of content communication that speaks to them, and hopefully, informs you. This is a space where our passion for writing, learning and sharing information comes to shine.

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