The 3 Pillars of Content Marketing

September 17th 2013       Sally Ormond       3 elements of content marketing, content marketing, importance of content marketing

This blog first appeared on our sister blog, Freelance Copywriter’s Blog.

Most online marketers engage in content marketing in one form or another.

They understand the benefits it brings to their website’s visibility, customers’ satisfaction levels and of course, their bottom line.

But content marketing is only any good if people can find your blogs and articles. So, how can you be sure it’s being found and being read?

It all comes down to measuring the 3 pillars of content marketing:

3 Pillars of Content Marketing



This one is concerned with how easily people can find your content.

When you check your Google Analytics, if your page views are low, it would suggest your content is less than prominent in the search results.

You can remedy this by comparing the keywords that people are using to find your content with the ones that are part of your strategy. You’ll also need to check your META tags and META descriptions. And remember, your META description is the initial hook you can write to encourage someone to click through to your website so make sure it’s enticing.


Assuming people can find your content, they’re only going to read it if it resonates with the. Are you offering a solution to their problem? Are you providing the answer they’ve been looking for?

In your Analytics, this can be judged by your bounce rate (the percentage of people that land on your site and then leave immediately). A high percentage suggests they are not engaging with your content. So, make sure it is packed with benefits and written from your customers’ point of view – not blatant promotion for your company.


The type of post you produce is also important.

We’ve already said how important it is that your content resonated with your reader, but it’s equally as important that the format of your post appeals to them.

How to articles, statistics, templates etc., are all very popular because they give your reader something for nothing.

The number of sign ups to your RSS feed and the number of shares you receive on social media will reflect how ‘on target’ your information is.

You see, content marketing is essential for any online business – from copywriters to solicitors, software houses to photographers – it will:

  • Promote you as an expert in your field
  • Give you more ownership of the web
  • Boost your visibility in the search results
  • Generate links to your website

But to get the most from it, make sure you always think of your customer and measure your results.


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