clipart style image with a computer monitor that says content marketing
Content Marketing, digital marketing basics, Small Business Digital Marketing

What is Content Marketing?

Content marketing is a form of digital marketing. It’s what some people refer to as inbound marketing because you are pulling people into your website who are already looking for resources in that industry, rather than outbound marketing where you are trying to pull people to your page via cold calling or other more salesy strategies which is an outdated method.

Content marketing is one of the top current ways to pull people to your website and that’s true across all industries and business sizes. Many people say the phrase, “Content is King” because it’s one of the top inbound marketing forms and is the foundation of many other forms of marketing. For instance, content marketing is tied to search engine optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing (SMM), and can be used to take advantage of native advertising. I’ll dive into the connections to each of these later on.

Let me start by diving further into what content marketing is and how to use it.

Content Marketing

To define content marketing, it is creating your own unique content or material, whether it’s articles, pictures, videos, etc. Content marketing is how you show your target market that you are an expert in your industry. People trust experts and will want to buy products/services from trusted sources that are perceived as experts in their field.

Some successful examples of content creators who are top in their field are:

No matter which form of content you want to create, you will still want to some text as your base because that is how web crawlers find the keywords. Web crawlers are the way that search engines find the relevant content to present to people based on the keywords they used to search. Web crawlers are bots that look at each page on a website and help determine their rank for those keywords.

All these steps help people who search through Google or Bing find websites that are most relevant to their needs and is achieved by SEO or search engine optimization. The biggest fact is using the keywords in your content and having multiple articles that tackle the keywords from different angles, it helps your website rank higher for those search terms.

Now as I said, there are many tangents off of content marketing that I will address below including:

  • SEO
  • Social Media Marketing
  • Native Advertisements



A close up photo of SEO written out with scrabble letters on a wooden table.

What is SEO you ask? It stands for search engine optimization and it’s when you optimize or make your site the best result for certain keywords or search terms. There are certain keywords and search terms that are used most by the people who are looking for your products or services. People who are looking for a particular product/service tend to use the same words and phrases. It’s great because it means you can match your content to what people are searching for based on those words and phrases to give them your website as the result.

When you are looking at keywords think of what words or phrases you would use to find what you are selling, don’t just pick words that are ranking well because then you may have people coming to your site who are not looking for your product/service.

Social Media Marketing

A smartphone showing the social media apps.

For social media marketing, you create short content to publish on these social media sites that drive traffic to your website so people can view your larger content pieces. When you have engaging content you can use those pieces to promote as social media ads which is another facet of social media marketing that I will address in another article.

Your social media content isn’t the only place to use SEO keywords. You will also want to put them in the profiles of your social media pages. Like put them in your Twitter and Instagram page can help your page pop up when people search for those terms on the social media platform. This help you get followers, more exposure through promotions, and more people to your site to buy your product/services.

Native Advertising

A laptop sitting on a table with the Google Analytics data page up.

A side benefit of posting content on your website, you can then have more pages to post native marketing. Native marketing is posting ads within your content on your own site. They are usually third-party ads that people are paying to post. You can also run your own ads through promoting a cross-sell product/service

Native marketing is a great way to add money to your income or enhance your product/service advertising. The only word of caution is that too many ads on a page distract from the article and are annoying. Make sure to check the ad placements both in web and mobile form to make sure it’s not too much.

Content marketing is a key part of any marketing strategy. It helps drive traffic to your site through external content like on social media sites, and help show that you’re an expert to those who land on your page. Without content, people would not know if you actually had skills or if you were just blowing smoke. Content truly is king and should not be underestimated.

If you want assistance with creating content or creating a marketing strategy that includes content marketing contact us at

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