Content marketing: what is it?

Simply put, content marketing is the creation and sharing of relevant and valuable content in order to attract, acquire, and engage customers with the objective of driving profitable customer action. Basically, content marketing is the art of communicating with your customers ostensibly without selling and it’s touted as the future of online marketing.

Struggling to see it in your world? That’s because you use it without even registering it. ‘What’sfordinner?’ is perhaps one of South Africa’s strongest examples. With well over 3.5 million followers on Facebook, the page has a strong influence on many household kitchens in South Africa.


What's for Dinner FB page


And would you look at that logo? This content is created and distributed by food brand, Knorr. So by providing valuable content in the form of menu inspiration and recipes, Knorr also draws an audience to their products.

Take today’s recipe, for example: “Crispy Chicken Burgers with Cheese Sauce: a delicious family dinner made with skinless fillets in a super-crunchy crust of Knorr’s new Crispy & Tasty chicken coating. Serve with roast potato wedges and all the usual yummy burger toppings.”


What's for Dinner Recipe


What’s great about content marketing is that it’s shifting the nature of the marketing landscape. Rather than the hard sell of thrusting a brand in your face (like a billboard for example), content marketing is client-focused, prioritising the offering of information that an audience wants and needs over a sale. It’s investing in the customer rather than banking on their ignorance and it develops good relationships and loyalty as opposed to generating quick sales.

At Pomegranite, we thrive on content marketing. It’s often about being able to translate accurately sometimes complicated subjects in ways that people not familiar with technology will understand. The skill of accurate translation is something we take pride in. We love getting our teeth into the translation of a brand from an offline space to an accurate presence online through creative design, clever copy and cutting-edge technology.

What content can we offer your brand’s audience? Get in touch to find out.