Hilton Santos

What is Content Marketing?

What is Content Marketing, and Why Do You Need It?

The term “content marketing” is everywhere you look in the business world today. So, what is it? Simply stated, content marketing is valuable information related to your product or services, packaged in such a way that consumers want to read it. It’s engaging and eye-catching. Done correctly, it leaves your audience wanting more. No matter your industry or target audience, content marketing is an essential tool for success. Since people consume information differently, it’s important to consider content marketing in a variety of different forms—it isn’t one size fits all.


Read All About It: Whitepapers, eBooks, and Case Studies

Don’t underestimate the power of the written word. For complex topics, where you need to explain a concept in detail, a whitepaper or eBook may be the best way to provide content. Traditional marketing pieces like these provide more “real estate” to convey your ideas in enough detail that the reader understands the main point and feels compelled to learn more.


A Picture is Worth a Thousand Words: Infographics

We live in an era of increasingly short attention spans. Many consumers want information at a glance, without spending time reading through text. Infographics fill that need by providing a visual representation of your main point through graphs or pictures. A good infographic gets the point across in a simple glance—it shouldn’t take more than 2-3 seconds to hook your reader. If it takes longer than that, you’ve already lost them. Keep your infographics simple, colorful and with a clear call-to-action to learn more.


Tell Me about It: Webinars, Podcasts, and Video

Many consumers learn by hearing a concept explained to them. Webinars, podcasts and video allow you to connect with an audience through your tone of voice, facial expressions and message in a way that written words or graphics can’t. They are an excellent repeatable resource that you can use for different audiences. To capture the interest of both visual and auditory learners, follow up your webinar or video with a whitepaper or infographic to further engage with your audience.


Let’s Be Friends: Social Media Marketing

While you may not think of social media as a primary source of content marketing, it is, in fact, a gold mine for collecting information about your audience and connecting with them on a personal level. Good social content marketing relates with an audience by asking a question to solicit two-way communication, or by providing information without the expectation of anything in return. The best social content marketing organizations build trust with their social followers before all else. One your followers feel connected to your organization or brand, they are far more likely to advocate for you and interact with you on your social channels.


It’s okay to experiment with your content marketing strategy. Learn what works best with your audience and perfect one type of content at a time. By taking time to understand what resonates best, you’ll build trust and increase the reach of your message. Thank you for visiting hiltonsantos.com.