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Content marketing is one of those industry developed terms that can be confusing for clients. We can’t bear marketing jargon, so we thought we’d write this blog post to explain what content marketing is and how it can work for your business. 

For us, content marketing campaigns work to organically improve sales and communication through the targeted placement of visual and written content. It’s the proven ‘right message, to the right people, at the right time’, mainly delivered through your social and digital channels.

Good content marketing is not just about gaining more customers, but also about keeping the old ones engaged too. After all, retaining customers is cheaper than getting new ones.

Consumer habits are changing

Marketers have to constantly adapt to ever-changing customer needs and behaviours. In the last couple of years, we’ve seen people discussing how the digital age has been propelled because of the pandemic. In fact, 87% of shoppers begin their search on digital channels so it’s more crucial than ever that the right content is on those channels.

The way consumers make their buying decisions has changed substantially over the years. Did you know that 55% of consumers of all ages say social media is one of the most typical ways they learn about brands or companies

In this day and age, the decision-making process is no longer linear. In July 2020, Google proposed that consumers could go through an infinite decision-making process; never actually making a purchase. They call this the Messy Middle and state that the process between problem recognition and purchase is ‘messy’ and could involve hundreds of touchpoints.

So how can businesses keep up with this? That’s where content marketing comes in, as it can be used to support consumers through every stage of the Messy Middle.

Content marketing and the sales funnel

Most of us are familiar with the sales funnel; it’s the thing that visualises the customer journey from awareness of a brand/company, right through to the sale and, in some cases, customer loyalty. Here’s a diagram to jog your memory:

The great thing about content marketing is that it can support customers through every stage of the funnel. Using a multi-channel approach, people can be guided through this funnel and right through the other side into customer loyalty and even to the ultimate achievement – advocacy.

Using multi-channel marketing, all the right content can be in all the right places to captivate your target audience and carry them through the buying process. As we mentioned, content marketing can also help your business to communicate to its existing customers and make sure that they don’t forget about you. Think email newsletters and a well-established social media channel, combined with up to date website content.

How Constructive Marketing can help

It’s no secret that content marketing can be time-consuming to action. However, the great thing about working with a full-service marketing agency, like Constructive Marketing, is that we are able to produce a huge variety of content and we can implement it for you too. Just like content marketing, we can help your business through every stage of implementing a marketing plan. From diagnosing the issues to writing the plan, producing the content and putting it on the right channels, to analysing the data. It all comes together to make sure that your business stays on track and hits its goals.

For more information on how we can help you make content marketing work for you, give our team a call on 01903 686858 or email