What is the definition of content marketing?

It may seem that the use of the term is highly fragmented and that the final definition has not settled.

The importance of content marketing is great. Small and medium-sized businesses can experience big upsets if you hit a campaign that is “viral”, meaning that content is shared on a large scale on social media. Another reason is today’s technology: Today, with good planning, you can produce content using equipment like “everyone” at hand and get a result that looks good. It is cost effective.

Here’s an example of a campaign that went viral on the basis of a reasonable video production and self-interest from corporate employees:


Do you google content marketing definition or read up on different information channels and forum for digital marketing in Norway, you will see that there have been three camps with different views on what is contained in the term:

Content Marketing, Version 1

Definisjoner og grupperinger i innholdsmarkedsføring

There are currently three groupings that manifest themselves in content marketing.

The first group is based on the fact that content marketing is placement of advertisements with an editorial ordering site where a service or product is given all the attention. It’s not a disadvantage if the article appears as part of the media’s editorial profile. The reason for the focus on this ad form is the recent debate, especially among journalists and editors. This profession feared its integrity by having to produce articles to order, but also sees a possible weakening of journalism’s community engagement as a result of this.

Content Marketing, Version 2

The second group defines content marketing as the production of unique content and the distribution of this content, with the intention of marketing a company’s products and services to increase sales. Content production is based on company product and service knowledge, authority, history, leadership skills, etc.

Content Marketing, Version 3

The last grouping is those that in addition to Version 2 clearly define tactics, tools and tools and have a clear overall strategy for how to use them. Version 3 has an origin and a starting point that clearly differs from the first two; It should not disturb the recipient by pushing the communication out to the recipient, but pulling the prospects into the business by providing valuable and unique content to the target audience the company wants to reach … – so-called Permission Marketing. This means that you do not make use of paid, invading ad sites, but exclusively own proprietary channels that your company manages. Marketers must deserve to talk to the prospects by offering something worth the prospect.

This direction was defined by Brian Halligan and called Inbound marketing. I have freely “renamed” the English name of Incoming Marketing.

Incoming marketing

Incoming marketing is a holistic method where the purpose is to meet the right customer, in the right place (channel) on time, with the right content. This is done by producing and distributing content that the users love.
One is based on four action points, each with its tools and tools:
The action points are:

  • Attract new visitors to make them regular users
  • Convert regular users to sales-qualified leads
  • Conduct sales leads to make them customers
  • Encourage customers to make them ambassadors for the company

There are both technical and content-based tools within each action point, such as SEO, company blogging / articles / news, landing pages, web forms, social monitoring, email, social publishing … – all known concepts in digital marketing. Here they are put in system and utilized for their unique features. The various tools / tools have an addiction to each other to function optimally. An example may be that a blog post must be optimized for search engines and people. The blog post should also be tailored to the audience’s needs, interests, and answer questions that the target group has about the company’s services and products. This is what makes your business visible in search results when leads launch their search around products.

Incoming marketing gives a business good impact on the bottom line through a more efficient and measurable use of the marketing budget. By allocating funds from costly ad sites (paying strict attention to the attention of many who are not interested in the product / service of the business) to content production, distributing this in their own and cheaper channels, reducing the need for tools and advertising agencies, you can achieve adventurous ROI is.

In order to utilize and influence the incoming marketing as a method, dedication from the company is required. Should the content give effect, regular new content must be published, and it must be done for all parts of the sales range.
The good news is that nobody is better on your products than just your business. There are most likely lots of content (brochures, images, product sheets, movies) that are already produced and can be processed and used as content in your publishing strategy.

Initially, it may be useful to use an external partner that can help your business with strategy, content processing, choice and setup of publishing, measurement and tracking tools, and developing automated processes for implementation.

Start with Digital / Incoming Marketing

Starting a strategy based on incoming marketing may seem like a big and complicated task for the company. However, one can start with one of the action points evaluated from a digital analysis.
Does the company have many visitors but a small percentage that converts on business goals can be analyzed landing pages and forms; Are they optimized for conversion? Does the company have landing page at all? See here why your business needs landing pages.

Will not the company get enough sales from its visitors? Perhaps a workflow-driven email campaign to push the purchase decision prospectus into your store could be the solution for you?


My assertion is that content marketing can not be defined as a specific direction in digital marketing, because there are too many methods and tactics put under this umbrella. These live exceptionally well on their own.
After all:

Mention a marketing campaign that has not been based on some kind of content?

For businesses, on the other hand, it is worthwhile to integrate methodologies and tools to facilitate communication with digital service providers, while service providers should focus on revealing the customer’s actual needs through thorough analysis, as well as inform about the right remedies in each case.

Next blog

Next blog will take care of content production and what is good content. A keyword will be “storytelling”: The value of creating a good story based on the product, service, brand, or company to create a red thread through all content production.

Here is an example of good storytelling for a brand.