Content Marketing

What is content marketing?

Content marketing is a strategic approach to marketing that uses the creation and distribution of content as a means to create an audience, generate leads, and ultimately turn these leads into customers.

Different kinds of content can serve this purpose:

  • Videos
  • Blog posts
  • Emails and newsletters
  • Guides and whitepapers
  • Podcasts
  • Webinars

Regardless of the chosen format, the aim of content marketing is to attract your target with useful or entertaining content which can help you build a bond of trust. Once you have trust, selling your products and services will be easier.

Of course, building a relationship through content takes a lot of time and effort, and here is why you’ll better

Why a blog is an excellent media for content marketing

A research produced in early 2018 by Content Marketing Institute and MarketingProfs states that 79% of marketers use blogs to distribute their content — and, even more importantly, 60% of the most successful marketers think that a blog is one of the most effective formats.

If you have a WordPress website, creating a collateral blog and start producing content is quite an easy job. The hard part is to understand which kind of content is more effective for your marketing goals. Here is a list of types of content that can be useful for your readers and that usually work.

Case studies

Tell your audience the results generated by your product or service. Collect results and use storytelling to make your clients’ success stories more interesting and easier to understand.

Tip: to make your case studies more engaging, put the light on your customers and their success either than on your product or service.

Ebooks and whitepapers

Collect your experience and knowledge into downloadable ebooks and whitepaper and share them for free. Useful content will help your brand turn into a trustable friend.

Tip: ask your readers to opt-in your mailing list in order to download your content. It’s a fair price for a useful content, and it will help you build a tighter connection.


If you have a know-how, share it with your audience. Tell them exactly how to do something, step by step. Even if it’s a simple process, someone maybe is looking for how to do it for the first time.

Tip: remember your first time and be as detailed as possible. Consider that there are a lot of marketers out there who use how-tos to attract readers: differentiate your content crafting the most accurate article out there.


Simplify the knowledge around a specific topic building a visual overview on it. Good infographics are very appreciated on social media channels: share it on yours.

Tip: reach out other bloggers and influencers in your niche, asking them to share your work. If they do, you’ll certainly reach a wider audience.

How does AI impact content marketing?

As you may already know, content marketing is not effortless at all. It requires time, creativity, research, money, and the ability to measure your results. It’s a good idea to automate its process as much as you can.

Here is where artificial intelligence comes into hand.

Content discovery, writing, editing, SEO, content distribution, and data analysis are some of the activities that you can delegate to some artificial brain. In this way, you’ll be able to focus on the most strategical aspects of content marketing.

WordLift is the AI for SEO that helps content marketers focus on writing either than on how search engines work. To put it simply, WordLift translates your articles into metadata that machines – such as crawlers, chatbots, and digital assistants – can understand. Moreover, our plugin enriches the user experience of your articles and pages with content recommendations, automatic internal linking, data visualizations, and images.

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