In this insight, we will discuss what ‘Content Marketing’ really means, what happens when you ignore content marketing and how to implement it into your marketing strategy.
What is content marketing?
Content Marketing is the art (and science) of sharing valuable, relevant content to attract and engage a specific audience. Instead of pushing a hard sell, it focuses on building trust and authority by providing genuinely useful information, entertainment, or insights.
Think of it like this: rather than chasing customers with ads, you’re drawing them in by giving them something they actually want— whether that’s a blog post, videos, social media updates, podcasts, or even well-timed memes.
Done well, content marketing positions your business as the go-to expert in your industry, nurtures relationships with potential customers and boosts conversions over time.
It’s a long game, but when played right, it turns casual browsers into loyal buyers.
A crucial aspect of content marketing is repurposing content across multiple channels. This is what makes content marketing so great. A single blog post or website page can be transformed into a series of social media updates, a podcast discussion, an email newsletter or even a video script. Repurposing this content maximises your content’s reach, reinforces your message and ensures your audience engages with it in a format that suits them. Think about how much time you can save!
54% of businesses plan to spend more on content marketing in 2025
Struggling with website content?
What happens when you ignore content marketing
Ignoring content is like opening a shop in the middle of nowhere, with no signs, no windows, and no way for people to find you. Sure, you might get the odd lost follower but don’t expect a queue around the block.
Falling behind competitors
While you sit in silence, your competitors are out there publishing helpful blogs, engaging videos, and insightful social posts. Basically, they are wooing your audience, building trust and capturing leads while you remain invisible.
No visibility
If you’re not creating content, Google has nothing to rank, social media has nothing to share, and potential customers have no reason to notice you.
Marketing becomes expensive and inefficient
Paid ads can get you short-term traffic, but they stop working the second you stop paying. Content marketing, on the other hand, builds assets that keep generating leads long after they’re published.
Poor customer retention and relationships
Ignoring content marketing doesn’t just cost you new customers- it also weakens your relationship with existing ones. Customer loyalty isn’t automatic; it’s built over time through consistent engagement, value, and trust. Without content marketing:
- Customers may forget you exist.
- They have no reason to stay engaged.
- The community around your brand weakens.
- Word-of-mouth marketing decreases.
How to get started with content marketing
- Know your audience: Research your target audience. Create content that speaks to their problems, and they’ll come to you for the solution. Over time they will build trust with you as you offer value to them and this can turn them from a lead into a conversion and ultimately a loyal customer. You can read more about ‘Understanding your audience’ here.
- Start small: Start with one or two content formats. Don’t overwhelm yourself and prioritise quality over quantity. Blog posts and social media updates are a great place to start. You can provide industry insights, showcase your expertise and offer value but also demonstrate your brand’s personality. Blog posts also have major SEO benefits. Blog posts can be repurposed for social posts too. Grow your strategy as you gain confidence and results.
- Measure and adjust: Although it is not good to obsess over the metrics as marketing trends can change almost daily, Tracking the success of content through metrics like traffic and conversions is important. Don’t just create for the sake of creating. Not every marketing trend and social strategy will work for your business. Don’t be scared to test and try different things. Track what works for you and optimise.
84% of B2B marketers see LinkedIn as the social media platform with the most value
Conclusion
Content marketing isn’t just a trend- it’s a necessity. Businesses that ignore it risk falling behind, losing visibility, and spending more on inefficient marketing efforts. Meanwhile, those who embrace it build trust, engage audiences, and create sustainable growth.
If you’re not using content marketing in your strategy, you’re not just missing out— you’re handing opportunities to your competitors.
So the question isn’t whether you can afford to invest in content marketing, but whether you can afford not to!
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