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Brand management

Content Marketing

Content marketing is about producing content that is valuable to a clearly defined target group. Learn more about what content marketing is, how it boosts business success, and how to do it.
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Traditional marketing methods are on the way out. You have to think fresh. What is content marketing, really? How do you do it and why should you?

What exactly is content marketing? There are two answers.

A simple definition and a more in-depth definition

Simply put, it's about building lasting customer relationships by publishing relevant content. Going a little further, the Content Marketing Institute defines the term as follows: "Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
What does this mean?

Content marketing is all about creating useful content for your target audience

This is to attract potential customers, and keep existing customers. You help customers with problems rather than selling services and products. Your customers get quality content, which in turn builds a better relationship between you.

Content marketing is certainly not new

Many cite John Deere, the American tractor manufacturer, as an early example. They launched the customer magazine The Furrow as early as 1895. In 1900 came the first Michelin guide: guide books awarding quality restaurants. The company behind it, Michelin, produces tires, and has nothing to do with restaurants. The point was to tell motorists about gourmet experiences along the road that would increase the need for cars, which in turn would increase the need for Michelin tires. A long-term - and effective - strategy, in other words.
What about the difference between content marketing and inbound marketing? The concepts often get overlapped and the lines blurred.
Read on to discover what separates these two marketing areas, and how to create a result-orientated content marketing strategy
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What’s the difference between content marketing and inbound marketing?

Inbound marketing is not the same as a big advertising campaign. Inbound is about creating content that attracts customers. Inbound doesn’t aim to reach a wide audience in one go, but rather is about creating content that customers seek out on their own initiative. In inbound marketing, the customer is already seeking you out.

Content marketing can be an important part of inbound marketing and can also, like the Michelin example above, still hit relatively broadly.

How do you do content marketing?


First, you need to know who your target audience is. Who should you target? Once you know this, you need to set a goal for your content marketing. Here you decide what the content should be about and what the results it brings should be.

Content production

What kind of content?

You also need to decide what kind of content to produce. There are several different possibilities here. You must both think about which channels the target group uses, and which channels you yourself have a strong presence on or can adopt. Below is a list of common content types.

  • Website
  • Articles
  • Blog
  • Social Media
  • Podcast
  • Video
  • Webinar
  • Events


A place to start is to write articles for your company’s website or blog. This provides a platform to write about something your target audience will find interesting or useful. The point is not to sell a service or a product, but to offer solutions to problems through the content itself.

A company that deals with web development could, for example, write a series of tips. Here, the company has the chance to showcase its expertise. What are the 5 most important trends in web development at the moment? What 10 elements does a good website need?

You can also write about what it is like to run a business in your industry. This is a way for customers to get a sense of real people behind your company, and they can get to know the company in new ways – leading to relationship-building. You will also get to know your customers better, and see what kind of content they like.

Content Marketing

Why content marketing?

So far, we have looked at “what is content marketing?” and “how do you do content marketing?”. What about why? There are several good reasons to do content marketing:

  • Increased sales: The content allows customers to find your business.
  • Lower costs: A blog is more cost effective than large advertising campaigns.
  • Better customer relations: The content is useful for your customers. You get to know them better, and they also get to know you better. This builds greater trust and loyalty.

What does Journey do?

Now you know a little more about what content marketing is. At Journey, we help you set up your content marketing strategy. We also help you produce valuable content for your target audience. In addition, we offer services within SEO (search engine optimisation), social media and web development – all in digital marketing.

Contact us at Journey if you want to start with content marketing. You can also read more about what other services we offer.

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