You may have heard the term “content is king”, but you wouldn’t be alone in wondering exactly what it means. What makes content so important as part of your full marketing portfolio?


The simple answer is that people want quality, relevant, useful and engaging content. Audiences want something that resonates and reaches them more naturally, rather than interrupting ad techniques that once solely did the trick.


Content marketing is the strategic process of planning, creating, and distributing content. It’s done so via various channels, such as blogs, websites, social media, apps, press releases, print and more. The purpose of content marketing is to attract, engage and retain your defined audience, whilst increasing brand awareness, sales and loyalty. 


Why is B2B content marketing so important?

When it comes to B2B, we see content that delves into industrial analysis and data, as well as guidance and advice that’s industry specific. While there can be room for some sales messaging, the focus is on creating something educational and/or valuable. By doing this, you are positioning your brand as a thought leader and a source of trust. The initial stage is about building relationships rather than a pure focus on sales. 


Content strategies are integral for any business for creating a sense of community around your brand. This will help build and strengthen relationships between your customers and your business, which will ultimately result in increased customer loyalty. 


Well-executed pieces of content will also show your audience how your products or services will help to solve their problems. People don’t just want flashy ads; they want to know what you can do for them, so doing this well helps your business convert. 


Content marketing and SEO

SEO and content marketing go hand in hand. Google rewards websites for words, substance, keywords and more, by moving them higher up the SERP. By finding relevant keywords and incorporating them into your content, you will stand more of a chance of ranking higher. 


It’s important to keep web content appropriate and strategic, so you shouldn’t use keywords for the sake of it – the Google algorithm can often tell and block your content. Keeping an eye on search volume and trends is essential for your content marketing strategies – it’s the best way to gauge what the audience wants to see. Stale, repetitive and low-value content ranks lower and loses the interest of the audience easily. 

Link-building and backlinks play a big part in SEO and should be included within your content marketing strategy. Connecting your page via links to sites with higher domain authority can really increase your website traffic. 


Examples of content marketing

Below are just a few of many tried and tested content ideas to breathe life into your marketing strategy, ensuring you utilise different formats to keep content fresh:

  • Blogs – a great way of incorporating relevant keywords, topics and perspectives into your brand identity. 
  • Infographics and visuals – seeing is believing and imagery is proven to make it easier for readers to digest complex information and data.
  • White papers and eBooks – part of a larger content strategy, these are powerful ways to add value to your audience, whilst supporting lead generation when used as gated content.
  • Video – highly engaging and capable of attracting a wider audience, videos are great for attracting organic traffic and adding personality to your brand.
  • Social media – understanding where your audience is is key to harnessing the power of social media. Do you need to be everywhere, or can you pick a couple of channels to promote your message?
  • Case studies – your chance to present proof of service or product quality, while showing the reader what it’s like to work with your brand.


If you were on the fence before, hopefully this article has helped to determine that content really is king. If you’d like to find out even more about content marketing, or you’d like some help along the way to a great marketing strategy, get in touch with the Move team today at