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Content Marketing – The Big Question. Answered.

Posted By, 13 July 2015
Updated: 10 February 2016
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Content marketing is one of the great buzz phrases around at the minute. It’s all ‘video’ this, ‘cooperative content’ that and ‘Vine it, Periscope it or Meerkat it’ the other. There’s a lot to it, loads of ways to do it and a WHOLE lot of companies completely lost with it.

Here in Ireland, content marketing started to gain traction in early 2014. This year, content marketing is everywhere you turn and you’re going to have to pay attention to it, whether you want to or not. Your client will bring it up in a meeting – ‘Shouldn’t we be doing content?’ – or your boss will simply tell you to just go ‘create some content.’

There are now Irish agencies that just do content marketing. These are not digital agencies who have added content to what they have to offer. They are agencies such as 256Media, who bill themselves as ‘Ireland’s First Content Marketing Agency’ – that are already producing award-winning work, such as this work for EBS.

As we all come to understand that content marketing is a real marketing channel that can return real results for clients and ourselves, we’ll come under more and more pressure to produce content that does just that.

The big question is, where do we start?


When you’re looking at producing content you need to produce something that your customers and potential customers will see value in.

The easiest way to ensure they’ll see value in it is to answer their questions.

A great example is digital marketing agency,, who practice what they preach. They offer content marketing as a service to clients and are producing really good content themselves. They produced this great infographic entitled The Content Marketing Revolution, which answers questions their clients and marketers like us have.  They’ve also won awards for their own content marketing efforts too.

My business, Cuckoo Events, recently won a Social Media Award for ‘Best Use of Social Media by an SME (Micro)’ at this year’s Social Media Awards (Sockies) largely off the back of our own content marketing efforts. We blog regularly, we produce infographics, we produce regular email newsletters for a range of targeted subscriber lists and it’s all part of a content marketing strategy we put time and effort into.

We are a small business and we spend very little money on our content marketing but it’s still highly effective. Content marketing isn’t about money. It’s about answering questions.


As marketers, we need to go find out what your customers or client’s customers want to know.

If you have frontline staff, get them to engage with customers and track the most commonly asked questions. Once you know what your customers are asking, then produce content to answer their questions.

If you have an engaged online community then start asking them questions. Find out what they find confusing or troublesome and then produce content to make things easier for them.

If you know your business really well, then go ahead and produce some content you know will be well-received. This one can be risky, but, for me, you should know your business well enough to do it.

Answering questions is the answer to crafting your content marketing.

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