PR and Marketing
Digital Marketing
Crisis Communications

Content is king

Sananur Meric, Senior Account Manager
19th April 2017
Content is King

According to the latest report from The Content Marketing Institute (CMI), almost 87% of marketers use content marketing as part of wider strategies – and the 13% who don’t, plan to incorporate it into campaigns later on in the year.


Content marketing involves the creation and sharing of online material to stimulate interest in products and services. It is valuable to both agencies and clients alike because results can be clearly measured, showing what works and what needs to be refined or revised. It is used to engage with the target audience with the end goal of generating quality leads.


Indeed, there are a number of initiatives which marketers use on a daily basis to get results for clients. Just some of the content marketing activities include:

  • Webinars
  • Blogs
  • White papers and online research reports
  • Infographics
  • E-newsletters
  • Direct Mail
  • Social media
  • Google Analytics
  • Keyword research (SEO)


The key findings of CMI’s report highlight:

  • The top two content marketing tools are analytics (84%) and dedicated email platforms (72%).
  • The top three content marketing strategies are blogs at 93%; social media posts at 80%; and e-newsletters at 78%. Indeed, email is the top tool through which marketers prefer to distribute content, at 88%; second is professional networking site LinkedIn at 84%; third is Twitter at 82%; Facebook is the fourth most popular choice at 68%.


There are a variety of combinations that marketers can employ to gain results. Good quality blog content, webinars and e-newsletters are all effective in terms of targeting audiences and tracking their interests. Following up with analytics is key, in addition to tracking social media conversations and keyword research. By acting upon feedback and reports on your campaigns, you can tailor future activities to ensure they engage your target audience as effectively as possible.


Above everything else marketers need to ensure that content published is relevant, consistent and valuable to the audience. It’s no use just pumping out content for the sake of it – building an engaged community of followers and influencers means you need to give them something that is truly of benefit or interest.


If you would like to employ a targeted content marketing campaign, Quantum can help. Please get in touch for some more information and to have a no obligation chat – 01233 500200.

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