Content marketing involves planning, developing, and delivering various forms of content to a target market with the purpose of increasing a brand’s customer base. It is a subset of marketing that’s used in both digital and more traditional media.

A report on Linkedin’s Technology Marketing Community found that a mere 30% of the companies studied have a strategy for content marketing in place. It’s understandably a hot marketing topic at the moment – it helps brands to:


  • Increase awareness of their company, and their products and/or services
  • Educate users and potential users about their products and services
  • Generate leads, build a loyal user base, and instill trust in their brand, product, or services.


content marketing

The content generated by content marketing gives the target market something to talk about, and share and post online – ultimately creating brand awareness and a loyal fan base.

Content marketing efforts must convert into real business metrics. Engagement by the target audience can be measured by; the number of likes/shares/comments on the piece of content, the number of unique website visits, and by the number of leads converted in sales. Effective content marketing strategies encompass:


  • Blogs
  • Articles
  • Knowledgebases
  • Infographics
  • Videos
  • GIFs
  • Newsletters
  • Whitepapers
  • Forums


The quality of the content used to market and promote your business or brand is of the utmost importance. One of the keys to SEO and achieving high rankings in Search Engine Results Pages (SERP) is unique and quality content creation. With more and more content on the web it’s vital your content is of high quality and compliant with the search engines, which is why services like the Typo Hunter are increasingly valuable.

Measuring the Success of Content Marketing

Most marketers measure the effectiveness of their content marketing by the following metrics:

content marketing statsEach piece of content should have a specific aim. One of the challenges online marketers experience is effectively measuring and proving the return on investment (ROI) of their marketing work. Scroll Out Studio use Unifusion’s service which connects our marketing hours with the results achieved – that includes the time invested in creating and marketing this piece of content. Unifusion’s analytics let us quickly determine the outcome and value of a piece of content on our site.

Implementing Content Marketing

If you’re planning to introduce a content marketing strategy to your existing marketing strategy – or if you don’t have a marketing strategy in place at all – the first decision is whether you are going to handle the campaign in-house or hire a professional digital marketing company.

Either way, the first stage in any marketing activity is to devise a clear strategy. Plan which types of content you are best placed to create, and which platforms are best utilized to achieve your aims. After identifying the content, determine which analytics are best to measure the success of the marketing efforts.

Each content type will require different metrics, although the ultimate aim of most content marketing campaigns is driving engagement – usually measured by the number of pageviews and leads converted into sales.

Do you have a content marketing strategy in place? If not, why not get in touch with our SEO and digital marketing team.