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Content Marketing

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Digital Marketing - Study Notes:

What is it?

Content marketing is a powerful tool that allows you to bring your potential customers along the journey of what it is that you do and hopefully, convert them. We assign different content formats, types, and styles along every stage of the purchase consideration funnel to help you achieve the best return on investment for your content marketing efforts. We also need to look at the benefits of content marketing.


We should assess the benefits of content marketing.

  • Grow: You can grow your audience. Looking outwards to the general public, or, indeed, your specific target audience, and being able to grow a community around what it is that you're trying to sell.
  • Recruit: You can recruit brand advocates. Content marketing can help you get a sense of influence or credibility about what it is that you're looking to do in the wider market and recruit people to believe in what you are trying to achieve.
  • Increase: There is an opportunity with content marketing to increase what we call SEO, which is your search engine optimizing. This is essentially where you appear in the search results for Google or for Bing. Content marketing allows you to increase your position in search engines.
  • Generate: This involves lead generation. So this is about assessing potential leads that you can convert into sales for your business and new clients that you may want to get on board.
  • Enhance: This involves enhancing the understanding of your business, enhancing what your proposition is in the market, and enhancing your affinity with potential customers.
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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Seán Earley

Creative Director at Teneo PSG Digital

  • Creative Director at Teneo PSG Digital with five years’ experience in Digital Marketing, Social, and PR Agencies
  • Founding member of Teneo PSG Digital
  • Former Director on the Board of the Irish Internet Association
  • Passionate about creating content that captures audience imaginations and delivers business objectives

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library


    Content Marketing
    Seán Earley
    Skills Expert

    This module begins by introducing the fundamental principles of content marketing to enable you to align content effectively with the Buyer’s Journey. It explores the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data-driven way. It also covers content creation, content curation, and how to extend the value of content using scheduling tools and promotion methods. The module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.