Leveraging Content Marketing for Business Success

Internet Marketing for the Director: How Content Sells

One of the internet marketing objectives is reaching your customers at the right time and place. The number of internet users stood at 4.66 billion by January 2021, making 59.5% of the world’s population. This explains why different sectors are using internet marketing to reach prospects. Take the example of dating. Finding a partner is now easier, thanks to the best free dating sites. Shyness shouldn’t stand in the way of meeting the love of your life. Unlike in-person meetups that confine you to your geographical location, online dating offers a global pool of suitors. From email and influencer advertising to SEO and social media marketing, internet marketing takes different forms.  Although each internet marketing strategy has unique features, they all need content.

Understanding Content Marketing

Content marketing entails creating and distributing relevant information to convert online audiences into customers. Not to be confused with content selling that prompts prospects to buy products. Instead, content marketing consistently offers value to clients to retain and attract desired audiences. Effective marketing isn’t transactional. Making a sale shouldn’t sever your relationship with customers. Moreover, marketing should enhance a customer’s experience instead of disrupting their activity. 

Types of Content

From education and persuasion to inspiration and entertainment, every content has a purpose. Here are some content types to include in your marketing campaigns.

Blog Posts

Blogs address your customers’ pain points and demonstrate authority in your industry. Again, you could optimize them for better search results. You can add internal links to keep users on your site longer or broaden your reach by linking to other external sites. Don’t forget to update old blog posts. By amending a blog post’s data, you extend its lifespan and improve its Google rankings.


Videos may take time to produce, but they provide visual engagement that isn’t available in most marketing strategies. Moreover, you can post videos on various platforms, from websites to social media pages. You can connect with your audience through the following videos:

  • Demo videos to demonstrate product features
  • Social media clips to drive engagement
  • Interviews to introduce your business’s human side
  • How-to videos to solve specific problems
  • Long-form videos to connect with customers emotionally through stories

You can add captions to accommodate deaf individuals and make content more memorable.


Infographics compress maps, statistics, and timelines to make them easy to read. You can share infographics as standalone pieces on social media or add them to blog posts and whitepapers. Additionally, they’re sharable and easy to create. You can also incorporate color and images to grab readers’ attention. Don’t forget to cite your sources to avoid plagiarism. Besides acknowledging other people’s ideas, citations show your research was thorough. 

Case Studies

According to past research, 13% of marketers consider case studies a primary type of media for their marketing strategy. Case studies benefit your marketing strategy in several ways. First off, case studies build customer trust by providing social proof. This internet marketing strategy offers a detailed narrative packed with quotes to familiarize prospects with your brand. This form of marketing also provides reusable data. Besides filming case studies, you can add images to the written material or convert the script into a podcast.


Unlike opening a radio station, you don’t need a studio or expensive equipment to start a podcast. A microphone and recording software is enough to make content. Podcasts are also easy to consume. Unlike videos and blogs that require undivided attention, you can follow podcast episodes when driving to work or doing house chores. You can also collaborate with other industry participants by featuring on their podcasts or inviting them to yours.

How Content Sells Your Business

Content marketing benefits small and large businesses alike. Here’s how:

More Traffic

Content provides the base for SEO. Without content, search engines have nothing to rank. Content boosts two types of traffic. The first one is organic. Your content invites more clicks if it’s at the top of search engines. You also enjoy referral traffic from website owners seeking to further educate their users or build authority sites through association. 

Accommodates Multiple Users 

Your audience has unique needs. While some like reading, others prefer visuals over skimming and watching videos. Some users also enjoy listening to podcasts. Content marketing keeps your value and voice consistent throughout each platform. You can even change the format according to the audience. Internet marketing lets you experiment with information delivery until you relate with your audience. The good news is you can repurpose content. For instance, you can convert case studies into images, infographics, blog posts, and videos.

Social Media Engagement

A user is more likely to follow your company on social media when your content is educative or entertaining. These followers might become brand advocates who amplify your voice and share your services with friends, family, and online followers. You can also improve social media engagement through influencer marketing. Since they have a name to protect, influencers only associate with brands that uphold their values.

Brand Visibility and Credibility

Content gives customers a better understanding of your brand. Besides introducing your products and services, content marketing communicates your business’s personality. For example, you can deliver your brand’s core message humorously. It also boosts your digital footprint to increase your chances of being discovered by prospects. Additionally, you educate users to emerge as an industry expert. The best part is content marketing promises long-term visibility. Unlike ad campaigns that depend on your budget, your business tops search results longer when it ranks.

Lower Costs

Studies explain marketing through content generates thrice as many leads even though it’s 62% cheaper than conventional marketing. Most of the work happens in-house, and you don’t have to pay for media placement. The best part is creating content is a one-off cost. This is unlike social ads and paid searches that present new expenses with every click.


The success of your marketing ideas depends on creating ads that resonate with your customers. You might have to experiment with different formats until you find a suitable internet marketing plan. What’s your experience with marketing your business on the internet? Share some content marketing tips in the comments.

Marketing organisations are reported to be leading customer experience (CX) initiatives and measuring performance in real-time (Salesforce). Constantly evaluate your content marketing performance to ensure that the media that is most successful with your readers are easiest to find