Content Marketing

Content marketing is a marketing strategy aimed at increasing the awareness and reach of products and brands among target audiences through the publication of content online and offline.

Content can include text, images, and videos that are distributed on proprietary or third-party websites, blogs, or through social media. The primary goals of content marketing are to increase website traffic and, consequently, conversions, and, for SEO, to improve rankings in search engines such as Google.

Development of Content Marketing

Content marketing is a marketing technique with a history spanning over a century. In 1895, American manufacturer John Deere launched its own magazine, which featured farming tips and advice to increase brand awareness. The magazine is still in publication and reaches over a million readers per issue.

Unlike other forms of advertising, content marketing seeks to reach customers through content, primarily online. This content offers added value to the user: it can inform, benefit, or entertain. Long before the advent of the commercial era of the internet, SEO or SEA, content marketing already existed. However, with the advent of the internet and, more recently, the development of SEO, content marketing has evolved significantly. The reasons for this are:

• With the introduction of increasingly precise algorithms, on-page optimization for websites has become more complex. Poor content now results in negative signals for search engines.
• Internet user demands have increased. As internet usage increases, users expect higher-quality content. If content is too sparse and doesn't offer additional value, entertainment, or information, users abandon the site sooner.
• Marketing has changed. While direct and aggressive advertising using push marketing was once common, pull marketing is now more in demand. Target groups are attracted to your site with engaging content.
• Analytical tools and methods have improved. Big data, artificial intelligence, and continuous technical improvements have made it possible to create more accurate data analysis. This assessment helps to more accurately balance marketing efforts and better analyze target audiences.

Modern content marketing is based on precisely defining target groups or personas, creating high-quality content tailored to the target audience, and distributing it online in a manner that is appropriate for the target group. This process is accompanied by continuous evaluation.