Content Marketing

Part of the Glossary of Web Terms

More than just generating blog posts and stories, Content Marketing is the use of targeted content, distributed through various channels, to achieve specific marketing goals. Content marketing is widely considered the next phase of advertising because, when done well, the audience actually wants to receive the marketing content. Increasingly linked to inbound marketing, a good content marketing strategy will be targeted at specific audiences at particular stages in the conversion funnel with the intention of moving them down the path.

Various models and versions of conversion funnel exist but they basically follow the same formula, allowing for different content and/or experiences to be created in order to smooth the consumer along each stage:

  1. Awareness
  2. Consideration
  3. Preference
  4. Purchase
  5. Retention