The Blog at Prism Content Solutions

Navigating content marketing strategies.

May 4

What Is Effective Content Marketing?

Category: Content, Mass Communication, Strategies

So you’ve been hearing this word: content. The phrase “content strategy” keeps popping up. Is this the latest trendy marketing jargon, or is there something to it?

What is content, anyway?

Content is a message you want to share. It can be written or spoken words, an image, a video — even an idea.

What is content marketing?

Content marketing is sharing useful information with prospective clients. You could describe a content marketing strategy as an “indirect ad campaign.”

It’s different from straight-up advertising in that it’s not a blatant invitation to buy something. Rather, content marketing provides a little insight about a product or service while the audience (ideally) perceives less pressure to buy.

What is good — i.e., effective — content marketing?

Good content marketing attracts potential clients;  really good content marketing transforms potential clients into new ones. It happens all the time:

  • A retirement community shares an article about their successful Memorial Day Barbecue. This cheerful story spurs a reader to consider that particular retirement home for their loved one.
  • A retailer describes an upcoming free in-store event in their e-newsletter. Extra details, like the mention of complimentary snacks, convince readers to attend, increasing traffic to the store — and increasing sales.
  • An apartment community posts photos of their residents’ volunteer service project on their Facebook page. These images of fellowship inspire a prospective tenant to choose that community over the community’s competitor, which hasn’t shared content to stand out from the rest.


Check back soon to learn ways to create your own interesting and valuable content to promote your business.