What is Content Marketing?

Today, the term “content marketing” is on the tips of everybody’s tongues and as omnipresent as it gets. However, despite the many explanations put forth by experts, content marketing remains hard to define for many. To settle the debate, the Content Marketing Institute defines it as “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.”

What sets content marketing apart from other forms of advertisement is its focus on value. The technique’s relevance comes from its hawk-eyed persistence in adding to the customer experience. This is why content marketing is often bold and employs elements that push consumers to engage with the content actively. Think infographics, podcasts, reels, and even webpages. At its best, content marketing can be disruptive in a way that’s both appealing and profitable.

Why is Content Marketing Important?

Before getting into the nitty-gritty of content marketing, it’s essential to understand the importance of content marketing for a business. The process of buying a product or service involves four steps, approximately: awareness, research, consideration, and purchase. While conventional marketing strategies are primarily successful in persuading customers to make the final purchase, gaps remain in awareness and research. This is where content marketing makes the consumer aware of potential solutions and informs them about new products and services.

Its insistence on aesthetic and succinct presentation lets content marketing greatly appeal to the general population. By the time they find out about a product and research it, most consumers are convinced enough to buy it. This takes the pressure off of companies to spend millions on marketing campaigns and sales tactics. Instead, a much-needed relationship of trust is easily established and can be carried forward without a hiccough.

If done right, content marketing has an enormous return on investment in terms of money as well as time. Furthermore, by supporting various digital marketing channels, content marketing offers a significant boost to SEO and social media marketing. Therefore, many suggest that companies’ SEO practices should leverage content marketing to derive maximum value.

Can I learn about content marketing online?

Online content marketing courses have garnered immense popularity in recent times. Affordable and mostly self-paced, they also offer certification and instruct learners at all levels in the basics of content marketing before progressing to the more advanced concepts. Some of the most renowned educational institutions in the world offer these courses, which industry experts with several years of experience teach.

What careers can I pursue with a background in content marketing?

Even in a recession-riddled economy, content marketing has promising long-term prospects. According to the Content Marketing Institute, 46% of businesses plan to increase their investment in content creation in 2022. Moreover, with the industry expanding at skyrocketing rates, job opportunities in content marketing abound.

Some of the most in-demand job roles greatly benefit from a background in content marketing. These include social media marketing, email marketing, copywriting, public relations, communications, content marketing manager, and content marketing director. These are lucrative careers in the field that offer a competitive salary and immense opportunities to build your knowledge base.

Why take an online course at Emeritus?

Each Emeritus online course is designed keeping key learning outcomes in mind by a team of experts. We use the backward design methodology to develop instruction for learners of all ages. This enables us to craft unique, interactive, learning experiences that include a combination of assessments, hands-on activities, skill application, and more.

Emeritus also collaborates with the best universities and faculty around the world to curate the course curriculum that can effectively tackle present challenges in the industry, while preparing you for the trends and risks in the future. Our courses consist of assignments, exams, capstone projects, networking opportunities, a fine balance of practical and theoretical concepts, and the opportunity to learn from top minds in the industry. This adds to the holistic experience we try to provide for each learner.

We are also focused on providing courses that are standardized in quality. This is done by adhering to standards set by a global organization called Quality Matters which is focused on providing quality standards for online and innovative digital teaching and learning environments. The rigorous criteria ensure all our learners invest in quality education that is easily accessible and affordable.