What is Content Marketing in Digital Marketing?

Content marketing sits at the center of a Business’s marketing Efforts. However, it is a long and complex process. You have to target your customer at each stage of Buyer’s journey.
Content is the reason search began in the first place.  ~Leo Odden

Marketing has evolved over the decades, and with digital marketing, play things have never been so different. However, one thing remains the same- Storytelling.

A good marketing campaign doesn’t sell, it tells a story, and the story can only be told with Content. 

This makes content marketing an important part of any marketing campaign.

So How to utilize content in marketing to get a good  Return on investment?

Continue reading to learn the basics of content marketing. 

But first, let us understand,

What is content marketing?

Content Marketing is a strategic and mindful approach to create and deliver content to your audience, to target them at each stage of their buyer’s journey. The main goal of content marketing is to provide value to your customers.

Unlike ads, Content marketing is not a short term strategy. It takes patience and effort. 

As stated, content marketing targets your customer at every stage of their journey with your brand.

buyer's journey

This means that you have to create content for every stage- Awareness, Consideration, and Decision.

Stages of Buyer’s Journey


When your audience enters this stage, they are only getting to know your brand. At this stage, your goal is to deliver content to them that provides them with value and makes them aware of your business.

This includes creating “How to” guides and other content that they might be searching for regularly.

At this stage, you can also ask them to enter your email list so that you can target them in the consideration stage.


This is the second stage of the Buyer’s journey. When your audience gets into this stage they are aware of your brand and your offer. The goal here is to convince them that you are the right fit for them.

Here you target the pain points of your audience and provide solutions to that in the form of your content. Use this opportunity to mention your product.

Pro tip- Content marketing is not about your product, but about your customers. Don’t talk about you or your brand over and over, just focus on your audience.

Decision Stage

This is the last stage of the buyer’s journey and the most important one too. By this stage they know about you, trust you and are just one step away from buying from you. Your goal now is to optimize your content for conversion.

This means, now your CTA is more focused on your product or offer.

If you manage to convert them at this stage, these people will become your customers for life. Even if you are unable to convert them, you can always retarget them.

Click here to know kow to write CTA-

As you can see, this is not a simple and easy process. It takes time.

However, the results are also monumental. When a customer gets value from your content, they automatically start trusting your brand; and in marketing, trust means sales.

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