What exactly does the term “content marketing “mean? And how does it currently fit within the digital strategies of companies?

In very simplified terms, content marketing identifies the actions of drafting textual content intended for the web and designed to attract online users, in order to best enhance a product, service, cause or activity.

For some years now, the motto ” Content is King ” has become increasingly known: content has become the “king” of the web. By this we mean that, precisely in function of the profound evolution of the network and digital users, the quality of the contents is among the predominant factors for a successful digital strategy. In practice, this means that digital marketers have understood that producing high-level textual content, that is, capable of genuinely informing, educating in an understandable way, having fun and entertaining the public is the correct way not only to position themselves on search engines, but also to attract new users, to keep them on their platform, to engage them and convince them to interact with the brand. This, in turn, will generate more qualified contacts and, consequently, much increased business potential compared to those that would occur with a series of leads that are not correctly structured, let alone loyal.

Ultimately, if a good content marketing is able to offer information first, and then products, which will prove useful to the user, this will become a spontaneous promoter of the brand on the web, recommending it to others and creating a virtuous circle for the ‘company.

As it is easy to guess, content marketing initially took hold in English-speaking countries and, over time. Currently, companies especially in film & corporate video production sector and every level are increasingly inclined to recognize the value of quality content because they know well that the web represents an important resource for every business, to the point that it has become indispensable.

Content Marketing: a country made of storytelling

From the point of view of content, the full of stories to tell thanks to a tradition of excellence that is reflected in the quality of its products and services, the specific nature of his work, in his craftsmanship: it is a storytelling definitely palatable not only for copywriters and content marketers in charge of writing content, but also for users who will have to use it.

In this sense, therefore, it is very important that companies, and especially SMEs, fully understand the importance of telling and telling both loyal and potential audiences: content marketing is just for this, and represents a new way to open up and communicate on the web, with the ultimate goal of emerging, differentiating from its competitors and placing itself in a stable way in its reference niche, telling its target audience its excellence and specificity.

The content marketing should eventually be part of a digital marketing strategy – or, more specifically, of inbound marketing – the most complete and articulated. For this reason, companies, both micro and large-scale, will increasingly need the support, advice and operation of professionals specialized in complex and synergistic web approaches.