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What is Content Marketing?

Content marketing is a method of acquiring website traffic and engaging Internet users. It is also part of the online marketing strategy consisting of the creation and publication of attractive, valuable and comprehensive content in the form of text, photos, videos or audio.

In contrast to traditional marketing, content marketing also engages the recipient. Traditional marketing is one-sided (for example, advertising on television). Content marketing focuses on building long-term relationships with the recipient through appropriate interaction and involvement between two parties.

Content marketing is building attractive and interesting content for both internet visitors and robots. The goal of content marketing is to influence both the algorithms that govern the web and evaluate the quality of websites, and the Internet users who visit it’s portals.

Examples of content marketing include writing articles for a company blog, but also describing products in a store. Online guidebooks, infographics, videos and comments are also forms of this type of marketing.

This is particularly the case for smaller enterprises that do not have adequate human and financial resources and cannot afford a unique large undertaking. It is easier for large companies that have a large budget and often the entire marketing team to start the whole campaign right away. When preparing a marketing campaign, we should also remember about other aspects, not just positioning itself. SEO activities should be combined with public relations and other branches of marketing.



The basic objectives of content marketing are to earn the reputation of as many potential customers as possible and to offer the best quality content. Many links leading to the site generate new users and provide a greater chance of achieving your marketing goals. Links also support positioning activities. As you can see, there are many benefits to creating and publishing high-quality content and new links to it. Therefore, it is worth knowing how to interest users in new content and encourage them to link our site.

By creating interesting and useful content for users, we will make it easy to be published by them. All that’s needed is to provide easy access. Internet users should find it quick and easy, be interested in it for longer and make it available to others. If you run a blog and publish a new post, please inform users on social networks. Share the post on Facebook, Instagram, Twitter. In this way you can gain new readers, subscribers and followers. Social networking sites play a key role in acquiring new users and links. They are highly valued in content marketing strategies. It is also worth building relationships with other representatives of the community, for example influencers, i.e. opinion leaders. Influencers will further increase your website traffic and create more links to your website which in turn generates more viewers.


Channels that can be used to build content marketing include:

  • Websites: blog, company website or online store.
  • Forums and places where you can comment or add opinions
  • Social media, e.g. Facebook, Twitter, YouTube. Content placed on personal profiles or added to others.



Content marketing is focused on the needs of Internet users. The impact on algorithms is a consequence of a well-implemented strategy. The content marketing technique is part of incoming marketing, i.e. marketing techniques whose goal is to wait for the client until they find themselves. This is different to outbound marketing, which aims to reach customers.

Well-run content marketing campaigns have undeniably a large amount of advantages for SEO activities. First of all, Internet limits are few and far between and duplication of the same content is not used for online visibility.

Positioning and optimization aims to generate organic traffic but without unique and engaging content it is almost impossible to do. The days when you could cheat search engines with tricks and slot machines are long gone. It is for this reason that you should focus on the message you serve to Internet users. The quality of this message determines your reception and, as a result, affects your popularity on the Internet.

Good content marketing should be inspirational, engaging, educational, informative and persuasive. When properly implemented content marketing should consist of the following stages:

  • Developing an action strategy.
  • Creation of content.
  • Publication of content.
  • Content optimization and promotion.
  • Measuring effects.


E-A-T (Expertise, Authoritativeness, and Trustworthiness) for content


How does Google assess the quality and reliability of content on pages? Using the E-A-T principle.

Content should be:

Unique, i.e. written from scratch, without copying or duplication.

Written about a comprehensive topic so that the reader does not have to look elsewhere.

Reliable, provide data sources and its experts to provide various research.

Useful for the reader.

Personalized to the user’s expectations.

Shown in an accessible way.

Technically optimized website.

Content is a basic factor that encourages users to stay on the site for a long time. It’s not only the content itself that’s important but also its form.


Memes as an element of content marketing.

Memes are an element of content marketing. Everyone has heard of the word ‘meme’ , but what are they?

Richard Dawkins defined it as “a unit of cultural information,” Susan Blackmore as “copy instructions supported by threats or promises.” Memes can be considered as a type of internet speech or a picture message. Memes are usually humorous pictures accompanied by equally humorous text elements.

Memes generally refer to temporary fashion and most people see them as a popular way of entertainment on the internet. People love memes because they provide entertainment and are associated with something in which the common person can relate to.

Why should we use memes in marketing campaigns?

  • They cost nothing.
  • They are easy to create – you can use, for example, the Meme Factory website or create a meme yourself.
  • They put users in a good mood.
  • You can refresh and modernise a brand using memes.


How to apply memes effectively in marketing?

  • Specify the target audience – the most popular memes that amuse most users on the Internet do not have to entertain your audience. At the beginning you need to know who your target recipients are. Find out what interests them and makes them laugh. Not everyone understands a given type of humour and instead of having fun, a meme could turn out to be offensive or annoying.
  • Use memes in the correct context. For recipients to understand the meme , you must first understand it. There is nothing worse than using a meme in the wrong context.
  • Memes must be as accurate as possible – ideally, they should match the context 100%. It’s worth using new ideas, but nothing will happen if a “old” meme fits perfectly with your product or service advertisement.
  • Keep up to date. Sometimes even the best meme can get boring after a while. Don’t torment users with the same meme . Now it could be a sensation that goes viral but tomorrow could be completely different. It’s important to keep an eye on how the situation changes over time.
  • Look for inspiration in various areas of life. Good memes don’t only derive from pop culture. Ideas can be found everywhere – in history, philosophy, science and other areas of civilization.
  • Do not abuse and overuse memes – tormenting users with the same meme will quickly cease to be fun and will become very tiring, even embarrassing. It’s like the same story or anecdote told by Uncle Staszek at every family meeting. After some time, no one will want to listen to this, and in our case watch the memes .
  • Use social networking sites – Facebook, Twitter and Instagram are the best place to give a memo . They are easy to share and thus reach a larger audience.
  • Quality above all – it’s not only the quality of the memes that are important but also of the entire shared content . And remember not to focus too much on the meme itself .

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