The purpose of content marketing is to attract and retain those potential customers through relevant and valuable content.
As Sanagustín (2013) affirms, when a user is attracted by the content of a brand and he manages to connect with him, either because it solves his doubts or it turns out to be a support, then he will look for a way to keep track of him since his contents are relevant.
Benefits of using content marketing
Content marketing, or better known as content marketing, allows to achieve a series of very interesting benefits for organizations and their brands.
- a) Improves brand positioning: the art of seduction –which consists of selling without using aggressive sales techniques but indirectly– allows the brand to position itself with quality content, making it known to potential customers as an «expert ” about the topic.
- b) Increase the contact database with requests for information or people who subscribe to blogs.
- c) Increase traffic to the website.
- d) Increase the presence on social media, knowing who follows whom on social networks, etc. Content marketing is much more than social media marketing.
- e) It improves the positioning in the Internet search engines, or SEO, and therefore, allows to get more visits, contacts and sales.
- f) Develop brands with a lower budget than other alternatives such as advertising, since the content, links and communities built and developed do not disappear when you finish paying for the ads, compared to a campaign in Google AdWords.
- g) It reduces campaign costs significantly since, in many cases, the contents are developed internally.
SANAGUSTÍN, E. (2013): Marketing de contenidos. Madrid: Ed. Anaya Multimedia