Content Marketing is at the heart of most successful digital marketing campaigns. Businesses that prosper supply their readers with relevant, informative and valuable content that connects with their audience. Bold statements, but today, content still remains as important as ever. In our latest article, Relativity, the business technology specialists from East Sussex with worldwide clients looks into the topic in more detail. We include what the definition of content marketing is, how it can help your business and the possible disadvantages. 


What is content marketing?

 “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.”

Content Marketing Institute

 “Content marketing is a marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when it’s time to buy what you sell.”


Your online content is aimed at encouraging your audience to visit your website. Marketing examples include blog posts, newsletters, white papers, emails, digital books and videos and social media posts.

Benefits of content marketing

  • Increased brand awareness through sharing of information and storytelling
  • Builds trust with your audience by answering questions and providing information
  • Ranks you higher in search engines for more visibility
  • Cost effective as your main expense is the content creation with a better ROI
  • Readers prefer content to advertisements – research before purchasing
  • Creates a more useful website with better SEO
  • Brings in higher quality leads converting to more sales

Are there any drawbacks?

You may have to be a little patient if this your first venture into creating content. There may be a degree of ‘trial and error’ to see what works for your audience and results may not be instantaneous. Although, as we have described earlier, it is a cost effective method of marketing your business, the content will need to be created and published, which will take time. You will also have to come up with a plan of content ideas.

How can Relativity help you with your content marketing?

Content marketing uses your own platform, your website and your visibility is not dependent on a social media’s platform algorithms. By building your brand awareness, this will generate leads, driving more sales. It is a great way of communicating your expertise and your uniqueness. For more information about the tools available to drive your digital marketing campaign, contact Relativity on +44 1825 280123 or email

Next time Relativity will be taking a closer look at the Zoho software available to help you with your content creation and marketing.