What is Content Marketing?

If you are reading the blog post, you probably already know what content marketing is.

You already get it. You’ve seen it work for other companies. You’re ready to make it work for yours. You totally buy in to the philosophy.

But the problem isn’t you … the problem is your boss.

Whoever it may be at your company – the owner, managers, C-suite, etc., you may have an uphill battle to face when pitching content marketing if they either a) don’t know what it all entails or b) just don’t want to invest in it (often the first leads to the second).

So here’s your little guide to clearly outlining what content marketing is, isn’t, and how it can help you convince your boss that content marketing can help your business reach its goals.


— Content marketing is the art of providing relevant, useful content to your customers without selling or interrupting them.
— Instead of pitching your products or services, you are delivering information that makes your customers more informed before they buy.
— If you deliver consistent, ongoing, valuable information to your customers, they ultimately reward you with their business and loyalty.


— A philosophy and a culture
— An integrated system of strategy, research, creation, promotion, distribution, nurture, measurement and more
— Owning online real estate
— Helping not selling
— A long game
— Talking with your customers


— A campaign, tactic or strategy
— A one-time effort or stand-alone content piece
— Traditional advertising
— Talking at your customers
— Just “blogging” or just “social media”


Your bosses may think content marketing is something like traditional advertising, except for the digital world. Let them kindly know that they’re wrong or maybe let Robert Rose, expert content marketer sum it up for you in this quote:


Traditional advertising is like renting an apartment. You know you have your lease for only so long and then you’re outta there. Content marketing, on the other hand, is like owning a home. Yea – you have a mortgage every month you work to pay, but those keys are all yours. You can come and go as you please, and that house will always be there when you return.

Content marketing is a whole different ballgame than traditional advertising. It’s about creating a relationship with your customers built on trust, loyalty, and above all – usefulness. When you offer useful content that address a prospects’ pain points, questions, and concerns, you are giving them what they were looking for. Key word: YOU. You, and not your competitors, become an authoritative source and the first business they think of when they’re ready to buy. Why? Because they already like you, and as we all know, people buy from people they like.


Paraphrasing bestselling author and marketer, Jay Baer: Don’t try to be the best at content marketing. Be the best atyour business – become the expert in your field – show your authority and expertise in what you actually do for your customers, and let the content come from that place. Find that thing that you know will resonate with your boss (hint: if they are in business, it’s inevitably going to boil down to more business which equals cold hard cash) and tell them how content marketing can help them get there. Play the long game,  and you’ll be able to go far with your content marketing goals.


We know sometimes it can be helpful to hear how others define things so you can pull from multiple sources and make it your own. So here are a few top definitions we’ve found, and if that’s still not enough, we recommend this free guide, aptly titled “What Is Content Marketing?”

“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.” Content Marketing Institute

“The essence of content marketing for businesses comes down to three principles: Great listening, communication, and teaching.” – Marcus Sheridan, The Sales Lion

“Content Marketing is the carefully orchestrated art and science of using words, images, graphics and video to educate, build trust and instill confidence in your customers and prospective customers.” – Pat Strader, Digital Relativity

“Content marketing, in its most simple form, is the act of educating potential customers rather than selling to them. By doing so, your brand becomes the go-to source of information in your line of business. When people are interested in a product or service, the first thing they do is gather information, not necessarily talk directly to that business.” – Chris Bird, President of Vertical Measures

“Content Marketing … [is] helpful content that converts invisible buyers into visible sales.” – Tom Martin, Founder of Converse Digital

“Content marketing is quality non-promotional information targeted at answering prospects’ questions regarding an organization’s products or services. At its core, content marketing tells stories to enable its facts and information to break through and be memorable.” – Heidi Cohen, HeidiCohen.com



B2b Marketers who use content marketing

91% of B2B marketers use content marketing. CMI

86% of B2C marketers use content marketing. CMI

78% of CMOs think custom content is the future of marketing. Demand Metric

Content creation and management now claim the second largest share of digital marketing budgets. Gartner

45% of CEOs say inbound is completely integrated in their organization.Hubspot

Buyers go through about 57% of the purchasing process before ever talking to sales. Executive Board


traditional vs content marketing
Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. Hubspot

Using inbound tactics saves an average of 13% in overall cost per lead.State of Inbound Marketing

Brands relying on inbound marketing save over $14 dollars for every new customer acquired. State of Inbound Marketing

41% of marketers say that savings from digital marketing are reinvested.Gartner

Companies that spend more than 50% of their lead generation budget on inbound marketing report a significantly lower cost-per-lead. Hubspot

Content marketing produces 3 times more leads per dollar. Kapost

32% of brands are decreasing spending on outbound marketing to spend more on content marketing. Inbound Marketing Agents


Adopting an inbound strategy doubles average website conversion rates, from 6% to 12%. State of Inbound Marketing

43% of marketers report that they have generated customers from their blog. Hubspot

B2B marketers cite web traffic (63%) and sales lead quality (54%) as their top content marketing metrics. CMI

Inbound marketing-dominated organizations experience a cost per lead 61% lower than outbound marketing-dominated organizations. Hubspot

60% of marketers report a positive ROI from email marketing. Meclabs

More than half of marketing agencies (51%) reported positive ROI for their inbound marketing efforts in 2013.Hubspot

41% of marketers confirm content marketing’s positive ROI. State of Inbound Marketing

82% of marketers who blog see positive ROI for their inbound marketing. State of Inbound Marketing


Content Marketing Lead Generation
34% of all leads generated by marketers in 2013 come from inbound marketing sources.  Hubspot

54% more leads are generated by inbound than by outbound. Hubspot

Per dollar, content marketing produces 3 times more leads. Kapost

B2B Companies that blog only 1-2x per month, generate 70% more leads than those that don’t blog at all. Hubspot

Brands that create 15 blog posts per month average 1,200 new leads per month. State of Inbound Marketing


Companies that blog have 97% more inbound links. Hubspot

Blogs give websites on average 434% more indexed pages and 97% more indexed links. Content+

Content creation is ranked as the single most effective SEO technique. Marketing Sherpa

Content creation ranked as the single most effective SEO tactic by 53%. Marketing Sherpa

SEO leads have a 15% close rate, on par with the close rate for direct traffic, and ahead of referrals (9%), paid search (7%), social media (4%), and outbound leads (2%). Hubspot

Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5%). Kapost


61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content. Custom Content Council

Interesting content is a top 3 reason people follow brands on social media. Content+

60% of consumers feel more positive about a company after reading custom content on its site. Content+

80% of business decision-makers prefer to get company information in a series of articles versus an advertisement.                CMI

70% of consumers prefer getting to know a company via articles rather than ads. Content+

82% of prospects say content targeted to their industry is more valuable. Marketo


Organic search leads have a 14.6% close rate, while outbound marketing leads have a 1.7% close rate. Hubspot

32% of brands are decreasing spending on outbound marketing to spend more on content marketing. Inbound Marketing Agents

Companies that blog generate 126% more leads than those that don’t. Hubspot

Content marketing leads are 8 times more likely to convert than outbound leads. Hubspot

B2B companies that blog generate 67% more leads per month than those who don’t. Hubspot

B2C companies that blog generate 88% more leads per month than those who do not. Hubspot

Brands who use infographics grow in traffic an average of 12% more than those that don’t. Customer Magnetism

Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing. State of Inbound Marketing


60% of large companies have acquired customers through Twitter. Hubspot

Each month, 329 million people read blogs. Blogging

78% of small businesses attract new customers through social media. Relevanza

Facebook is the leading source of referred social media traffic to websites, at 26%. Twitter is second at 3.6%. Pooky Shares


NOTE: All information digested from www.howtoconvinceyourboss.com


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