IMC InstituteThe Integrated Marketing Communications community
Join

Discipline

Content marketing

Useful or entertaining content a brand publishes itself: articles, video, podcasts and thought leadership.

Find platforms for this Browse all 15

Content marketing is the useful or entertaining material a brand publishes itself: articles, video, podcasts, guides and thought leadership. Its asset is trust, built over time by answering an audience's questions better than anyone else. It suits goals that build slowly, such as trust, preference and demand, and it needs a route to people planned before the first draft.

Start with the 101Content marketing 101: the whole pictureHistory, how it works, where it is used, what it costs, the rules, its limits and when to choose it, with every claim sourced.Read the 101

Need a hand with this discipline? Ask members who practise it.

What matters when choosing

  • An audience with questions you can answer better than anyone, and a promise you can keep.
  • A rhythm you can sustain, with every piece reviewed for facts, legal points and disclosure.
  • Distribution planned from the start: search, email, social, partners or paid boosts.
  • Measures tied to the objective, such as sign-ups, qualified leads and brand lift, rather than page views.
  • A plan to keep older pieces accurate, or to retire them.

Questions to ask vendors and agencies

  1. Who checks each piece for accuracy, and how is content drafted with AI reviewed?
  2. How will people find this content once it is published?
  3. Which measures will show that the programme builds trust and demand, not just traffic?

Common mistakes

  • Volume without value, including mass-produced pages that search engines treat as abuse.
  • Publishing and forgetting, with no distribution and no upkeep.
  • Sponsored content that is not clearly labelled.

What it is good at

  • Earning credibility by being useful.
  • Pieces that keep working for years, found through search and sharing.
  • Feeding every other discipline with ideas, stories and material.

What to watch for

  • One wrong or disguised piece can cost the trust it took years to build.
  • People and production costs add up even without bought media.
  • The effect on sales is slow and hard to attribute.

How it is bought and priced

There is no rate card: the cost is people (editors, writers, producers, designers), production and distribution such as paid boosts or partners. Agencies and freelancers usually charge per piece, per project or by monthly retainer, and the review step and the upkeep of older content are worth budgeting too.

Typical disciplines Content marketing Search (SEO and paid search) Email marketing Public relations

Platforms that fit (15)

Sharpen with your details →

Ranked by the same engine as Find your stack, on this alone. Add your market and disciplines to sharpen it.

  • MatomoCovers Content marketing
    Strong match100
  • SemrushCovers Content marketing
    Strong match100
  • ContentfulCovers Content marketing
    Strong match100
  • Google Analytics 4Covers Content marketing
    Strong match100
  • AhrefsCovers Content marketing
    Strong match100
  • Piwik PROCovers Content marketing
    Strong match100