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Content Marketing

What is content marketing?

Content marketing is key in building initial exposure for your brand, content marketing commands the ability to reach new and existing customers, further your brand awareness, and ultimately extend your business’s reach and online presence. 

Content marketing is creating and distributing valuable content to target your audience through a number of different ways such as blogs, newsletters, websites or social posts. Content fuels customer relationships and builds trust with your customers. Although it requires an investment, content marketing can generate new revenue and drive growth when executed correctly. For example, in a recent study, businesses that consistently post blogs generate 67% more leads than those that don’t. Blogs are just a small piece to content marketing but consider the potential leads you can generate by posting regularly. 

For most, content marketing is an essential part of many businesses' marketing strategies. In a survey conducted by Content Marketing Institute found that 81% of marketers view content as their core business strategy. Content will keep your customers engaged, and you'll gain new ones along the way. Implementing a content marketing strategy effectively can position your business as a leader in your industry, as well as bring other benefits:

  • Attract and retain customers - By providing valuable and informative content, you can establish yourself as a thought leader which helps build trust, authority and can lead to increased customer loyalty.
  • Improve search engine rankings - Your search engine rankings can be improved and your organic traffic can increase by creating high-quality, keyword-rich content. This will help bring new users to your websiteand help drive sales.
  • Increase social media engagement - Creating shareable content can increase engagement on social media platforms and increase your reach.
  • Stand out from the competition - One of the best ways to stand out in a crowded marketplace is to develop content that is easily shareable, interesting, and valuable.

When it comes to content marketing, consistency is your best friend. It is one thing to create a content marketing strategy, but the real test is whether or not you or your team will be consistent in implementing it.

Let us help you create your very own content marketing plan…

Different types of content marketing

For most companies, content marketing can be an overwhelming project because there are so many different ways to do it, each with its own unique advantages, disadvantages, and recommended methodologies. Here are some examples of some common types of content marketing and how companies use them:

Blog posts Blogs allow companies to share their expertise and thought leadership with their audience on a regular basis. Blogs can cover a wide range of topics and can be a valuable source of information for  your customers. You can use them to provide updates on company news and events, share industry insights or trends, and answer frequently asked questions. Blogs can also be used to generate leads by including calls-to-action (CTAs) that encourage readers to take a specific action, such as signing up for a newsletter, free-trial, or scheduling a consultation.

Social media posts - Social media platforms offer a quick and easy way for companies to connect with their audience and share content. This can include text based updates, links to articles or blog posts, or visual content such as images and videos. Social media platforms provide a way to reach and engage with a large audience quickly and cost-effectively. By creating and sharing valuable and relevant content on social media, you can attract new followers, build relationships with existing followers, and ultimately drive profitable customer action. Social media posts can be used to promote new content, engage with followers, and share company news and events.

Videos - Video content is a highly engaging and effective way to communicate with an audience. It can include anything from product demos and tutorials to interviews and behind-the-scenes footage. Videos can be used to showcase product demos or services, provide educational content, and entertain or inspire your audience. Overall, videos get more engagement, increase your online visibility and are more likely to get shared by your audience.

Ebooks - Ebooks are in-depth, long-form pieces of content that are usually available for download in exchange for an email address. They can be a powerful lead generation tool and can help establish a company as an authority in its industry. Ebooks can be used to provide detailed information on a particular subject, showcase a company's expertise, and collect contact information for potential customers.They can be recreated by repurposing existing content such as a blog, landing page or infographic.

Podcasts - Podcasts can be shared or distributed through a variety of channels, such as through podcasting platforms like Spotify, Apple Podcasts, and Google Podcasts, or through a website or social media. They can be a great way to share knowledge and insights with a large audience in an engaging and convenient format for your audience. Podcasts are also a great way to build a community around a specific topic within your industry which will help increase engagement and generate leads.

When creating your own content marketing strategy it’s not necessary to create content for every available platform that’s out there. Instead, focus on the platforms where your target audience is actively present. This will increase the likelihood that your content will be viewed by the appropriate audience, at the appropriate time, and increase the chances of it being shared and engaged with. 

Examples of content marketing


Spotify’s Wrapped feature compiles a personalized summary of the user’s listening history over the year.This builds community and can foster a sense of camaraderie among users. Users are also encouraged to share on social media which can help increase engagement and new user sign ups.


Customer case studies showcase real-world examples of how a company’s products or services can benefit its customers. Slack does an excellent job of doing this while also making it fun to read. They use images and quotes from each customer stating the problem and how it was solved.


Apple’s shot on Iphone Macro Challenge is a great strategy to gather authentic user generated content while also promoting new products. It’s free to enter and the event includes prizes, chances to be featured on one of Apple’s social media channels,, Apple stores or even a public photo exhibition.


How to create a content marketing strategy

To effectively engage with your customers, it's important to provide them with the appropriate content at each stage of the marketing funnel. This means delivering the right information, in the right format, at the right time and place to guide them through the purchasing journey.

To effectively implement a content marketing strategy, you will need to consider several key elements:

Define your target audience

The first step in creating a content marketing strategy is to define your target audience. Who are you trying to reach with your content? What are their needs and interests? Understanding your audience will help you create content that resonates with them and addresses their needs and interests.

Determine your goals

Once you have defined your target audience, the next step is to determine your goals. What do you want to achieve with your content marketing efforts? Do you want to drive traffic to your website, increase leads and sales, or establish your brand as an authority in your industry? Knowing your goals will help you create a content marketing plan that aligns with your business objectives.

Choose your platforms

Identify the platforms and channels where your target audience spends their time and choose to distribute your content on those platforms. This could include your company website, social media platforms, industry publications, and more.

Create a content calendar

A content calendar is a schedule of the content you plan to create and share over a specific period of time. It helps you plan and organize your content in advance, ensuring that you have a consistent flow of valuable and relevant content. When creating a content calendar or social media calendar, consider the needs and interests of your target audience and align your content with your business goals.

Develop a content marketing plan

Once you have defined your target audience, determined your goals, and created a content calendar, the next step is to develop a content marketing plan. This plan should outline the specific types of content you will create, how you will promote and distribute your content, and how you will measure the success of your content marketing efforts.

Create valuable content

The heart of content marketing is creating and sharing valuable content that resonates with your target audience. This content should be informative, engaging, and relevant to the needs and interests of your audience. Also keep in mind that you're creating content for humans, not algorithms.

Promote and distribute your content

Once you have created your content, the next step is to promote and distribute it to your target audience. This can be done through a variety of channels, including social media, email marketing, and paid advertising.

Measure and analyze your efforts

To determine the effectiveness of your content marketing efforts and ROI, it is important to track and analyze key metrics. Some common metrics to track include website traffic, leads and sales, and engagement with your content. You can make adjustments to your content as needed based on your analytics.

Content marketing requires a lot of planning, creativity, and effort to be successful but it can be done. Even if you’re a solo marketer, it’s possible to successfully implement your own content marketing strategy.

If you need further guidance and need help creating content that convert please reach out to us with any questions. Scorpion helps create custom content that shows what makes your business unique and why your customers choose you.