What is Content Marketing and how can it help your small business

The term content marketing is used so often that, by now, you have probably formed your own definition. Chances are you think it is about posting pictures of your products or services. But that’s not quite right.

The Content Marketing Institute summarises it as, “A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearlydefined audience — and, ultimately, to drive profitable customer action.

That is a lot of jargon, but the crux is, content marketing is a type of marketing used to EDUCATE your audience about your products or services NOT SELL your products or services. It is about showing, not telling, your customers the value of your business, and when done right, content marketing can lead to an increase in sales by generating customer loyalty.

Effective Content Marketing doesn’t have to be daunting. It is merely about sharing your business across a range of channels with your potential customers. At Allways Digital, our top three methods of content marketing are:


These don’t have to be longwinded. They can graphs, charts or fun facts about your niche, or simply statistics like, “Content Marketing gets three times more leads than a paid search” (which is true by the way).

You can hire agencies like ours to create infographics for your business, or tools like Canva have free templates which can be uploaded straight to your social media accounts.


Blogs are an amazing resource to show your expertise in certain areas. They are most effective when you choose one aspect of your business and flesh out, in approximately 500-700 words, how that product or service works or how it can add value to your customers. Hubspot confirm that marketers who have shown commitment to blogging have seen 13times the increase on their return of investment.


An added bonus of blogging: if your blog has enough quality content, you can then pluck facts from it, to compile a series of infographics centred around that content.

Email Marketing

With a projected 5 billion email users worldwide by the end of 2020, email marketing has to be in your content marketing strategy. Statistics show that 91% of shoppers want to hear from companies they do business with via email.

But, getting the balance with email marketing can be tricky. Stats also show that customers lose trust with businesses who spam their inbox too often. So, it is best to limit your email contact with your customers, to quality content once a week.

When done right, content marketing can take the hassle out of sales pitches with new customers. This is because, by the time the customer makes contact, they would have already read about your products or services and felt compelled to get in touch with you.

The key to effective content marketing lies in the word, ‘value’. That is, you need to ensure that whatever you are delivering is going to add value to the audience. Not sure how to achieve that? Why not contact Allways Digital to learn more and see how our content marketing strategies can bring you more business.