How does content marketing help win new customers?
For business
29 July 2025
Are you looking for a way to increase traffic to your website and acquire new customers through organic activities? With help comes content marketing, which has become one of the most effective forms of online promotion. In this article, we suggest how to use the potential of content marketing in your business.
Co to jest content marketing?
Content marketing, also known as content marketing, is a method that focuses on the creation and dissemination of valuable material that fits with the expectations of the audience. It aims to engage potential customers, interest them and ultimately persuade them to buy products or services.
Importantly, content marketing activities are not a one-sided advertising message, but an endeavour whose mission is to build long-term relationships with the brand's target audience. Content marketing is also an integral part of online marketing.
Scope of content marketing - what goes into it?
The creation of marketing content primarily uses written content (articles, newsletters, social media posts), visual content (graphics, videos, animations) or audio content (podcasts, audiobooks). However, that is not all. Content marketing includes:
- events - webinars, various types of events, live shows,
- blogging,
- analiza content gap,
- creating e-books,
- creation of graphics for posts and advertisements,
- multimedia presentations and infographics,
-
cooperation with influencers.
How to create good content in content marketing
Many different factors influence the effectiveness of content marketing. If you want to create good content, first of all ask yourself: who will it be aimed at? Unfortunately, many companies do not realise how important this is. After all, different messages will reach a teenager and a family with children or a businessman.
If you are unable to answer this question, you will find it helpful to create a so-called buyer persona. This term refers to a model of the typical customer you want to reach. In order to create a persona, you need to answer several questions: how old is the customer, where does he live, what does he do, what does he care about, what does he fear, how can you help him. Whatever industry you're in, creating a persona should be the first step when creating content marketing. Why? Because this way you will get to know the audience of your content more easily.
If you know who your ideal customer is, it's time for the next stage. What do you want to communicate with content marketing? Write down all the things you want to reach your audience. For example, it could be a unique feature of a product, its price or technical aspects, or a blog article. Remember that readers are most often interested in what they will gain, not how great a product is. Therefore, use benefit language when creating content. Answer your customers' problems, don't focus on product features. By doing so, you will increase the chance that your target group will become interested in your offer and place an order.
Good content marketing is all about high-quality material. Content delivered to recipients should contain valuable information - so called "water spouting" is not welcome. Also remember to publish regularly.
Last, but not least, is the use of various forms of content marketing. Their selection depends primarily on the target group. Initially, you can work by trial and error. If you know that your prospect will best receive a graphic message, but you notice that images do not work, try with infographics, gifs, memes or videos. 
Content marketing - examples of external and internal marketing
Content marketing can be divided into two main areas: internal and external. The first involves the creation of various types of content, which goes to communication channels owned or managed by us. The most common are: company website, online shop, blog, YouTube channel, social media fanpage.
The second area is content marketing activities on external sites, such as publications:
- sponsored articles,
- sponsored interviews,
- product reviews in an external service,
- guest articles, e.g. on friendly blogs,
- sponsored posts on social media.
It is worth emphasising that limiting oneself to only one area of content marketing is a mistake. When planning a comprehensive marketing strategy, you should plan activities in both areas.
Content marketing strategy - why develop one?
Content activities without a developed strategy simply do not make sense. Not only does it risk chaos, but also a lack of expected results. A well-developed content marketing strategy includes a scenario for brand development, a set of actions to be implemented in order to stand out from the competition and the tools necessary to achieve the goal - all of which will translate into communication that is better tailored to the target group, as well as the realisation of specific objectives.
A plan is also part of the strategy, i.e. a detailed timetable for the publication of the various contents on the various communication channels. Why is it important? There are at least three reasons. These are:
- It keeps our message consistent.
- It allows you to maintain regularity, which is extremely important.
- It cares about consistency. When every step is planned and the deadline is clearly defined, actions become easier.
How do you use content marketing in business?
Content marketing activities should be implemented according to individually defined expectations. For example, if building an engaged community is most important at the moment, you can bet on entertaining material. However, if the goal is to acquire new customers, advice articles with answers to frequently typed questions in the search engine will prove to be a better decision.
The most important thing is to define the main objectives you want to achieve with content marketing. Next, it is necessary to select the priority topics that are capable of producing the best results. A properly prepared script is a recipe for success.
Key objectives of content marketing
The objectives should be chosen according to the needs of our brand. Content marketing has three primary objectives:
- building or increasing brand awareness,
- building the company's authority,
- establishing long-term customer relationships.
In addition to this, we can distinguish objectives such as:
- promotion of the company's products or services,
- building a positive brand image,
- attracting new customers,
- increase traffic to a website or shop,
- increasing sales,
- increasing the number of conversions,
- lead generation.
Tools to help with content marketing - which ones are worth using?
Nowadays, we can choose from dozens of popular tools that facilitate work at various stages of the content creation process. Which ones are worth using?
If you want to create content that has great SEO potential, you need to check your competitors, your business environment and your users' most read topics. Professional tools such as Semrush, Surfer, Senuto or Ahrefs will prove helpful. It is also worthwhile to help yourself with programs and plug-ins that analyse the correctness and clarity of the text; examples include Jasnopis and LanguageTool.
If you will be preparing the graphics yourself, you can use the free Canva app. On the other hand, for analysing and measuring the effectiveness of social media content, there are proprietary platform tools such as Meta Business Suite.
How do you monitor the effects of content marketing?
It goes without saying that we should not neglect to monitor the effectiveness of our activities. It is worth checking regularly whether traffic to our site has increased and which topics have been most read. Google's tools show which articles users have stayed with for longer.
It is also worth looking at the performance indicator (KPI), which is used to measure marketing objectives. It allows you to determine the extent to which content marketing has contributed to the success of your brand. With its help, you can improve your strategy and achieve better sales results.
Of course, you are not able to measure all factors numerically. That is why marketing automation tools that generate various statistics and reports come to your aid. What information can you obtain from them? How many users visited your website, how they got there, how long they stayed there, what content they viewed. In addition, the statistics will tell you the rejection rate, i.e. how many users have entered and left the site.
In turn, you can check the level of audience engagement using the tools provided by social media.
Content marketing and other online marketing activities - how do they combine?
Content marketing is combined with SEO activities. What is SEO? It stands for 'search engine optimisation' and describes a set of activities aimed at optimising content for search engines.
Why is content marketing linked to SEO? The high quality of the texts created is an important factor for Google and influences the visibility of a website in the search engine. How to implement an effective marketing strategy using SEO and content marketing?
One of the most important stages of content creation and positioning is the selection and analysis of keywords. The previously mentioned tools can be used for this. Phrases should naturally be included in the article content, headings, title and all metadata (title, URL, meta description).
Content marketing offers the possibility to include links with a natural profile, which are a very important part of SEO. Links are divided into two types: internal and external. The former refer the user to another page within the same website. External links, on the other hand, are placed outside our website, but lead to it. This allows traffic to come to the site from many different sources and makes the site more valuable.
Benefits of content marketing
Internet users are usually looking for reliable and credible content. By publishing valuable material, you enable your audience to find valuable information. This contributes to increased traffic to your website, but not only. In this way, you also build an expert brand image and create positive associations in the minds of your readers. What other benefits can you expect from content marketing?
- Increase sales and loyal customers - your company's blog, sponsored articles or social media posts, created by industry experts, will get your audience used to professional material. In this way, you will ensure that users systematically return to you in search of reliable information. This will also contribute to making specific choices when shopping online.
- Saving funds - content marketing is relatively inexpensive and is an alternative to more expensive marketing activities, and generates satisfactory results. Quality text can reap benefits for many years.
- Gaining more leads - a well-planned content marketing strategy ensures that content reaches the brand's target audience and that the company's offer matches expectations. This ensures that people interested in a particular topic visit the website, increasing the chance of buying the product or service.
As you can see, content marketing is useful for companies operating in virtually any industry. Take advantage of it now. You can do it yourself or you can partner with specialists who know the subject inside out. Good luck!
Choose InPost Subscriptions for businesses and send parcels at a fixed price.
Take one minute to leave your contact details and start sending parcels from as low as 11.89 PLN*.
- One contract for courier and Paczkomat shipments
- Free courier pickups
- Express delivery
- Price guarantee for the duration of the contract
- Fuel surcharge included
- Dedicated post-sale support
* Net price per Paczkomat shipment in the Subscription 600 plan.
Czytaj również
