Content Marketing

Telling a story. That’s where it all begins. Whether it’s a product, a service, your entire brand or just a small part of your organisation – with the right story, your target audience will take notice.

Content marketing is not just about fancy words or images, but about a strategic tool that brings your brand to life. This not only creates brand recognition, but also engagement and loyalty. In this way, you build a connection that goes beyond a single point of contact and create a brand that people not only remember, but also embrace. And this, as it happens, is precisely our area of expertise.

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What is content marketing?

Content marketing is the strategic promotion of your brand story. Text and imagery play a key role in this, as they form the ‘content’ you share with your target audience. In this context, content can therefore be seen as all the material you share with your target audience via various channels.

In addition to your website, you can also share content via, for example, your social media channels, a specialist website or a sponsored campaign. By linking your brand to this content, you show your target audience that you have the expertise in-house and understand their needs.

Content and search engine optimisation (SEO) are closely interlinked. With the arrival of the Google Helpful update in 2022, Google is demonstrating that it increasingly values audience-driven content. Content must align with search intent: it is important that it answers the searcher’s query. Create unique, substantive content to demonstrate authority; that’s what both Google and your (potential) customers love.

The benefits of content marketing

A perfect way to achieve long-term growth
Effective use of text and imagery ensures that you reach the right target audience.
Good content sets you apart from the competition.
Unique content makes you a trusted source for your target audience.
Content marketing demonstrates your expertise and authority.
Smart content marketing improves your search results and increases your website traffic.

The most common types of content

Text-based web content
The text published on a website is known as textual web content. You can publish text on a category page, landing page, product page or blog page. Textual web content can serve various purposes, such as entertaining, informing, persuading and encouraging action. Always consider the purpose of the text beforehand, and then write your text accordingly.
Visual content
Photos, videos, infographics and icons: they’re all attention-grabbers. Just imagine your website without any visual content. It would look rather dull, wouldn’t it? What’s more, you can also share visual content across other channels. Think of a great corporate video on LinkedIn or your company photos as part of a leaflet.
Audio
Podcasts have been gaining popularity recently. Audio clips offer a way to convey your story to your target audience. Come up with a compelling format and let your story be heard.
Social media content
By being active on social media, you ensure a wider reach for your business or brand. But how do you stand out amongst all those accounts? You make the difference with inspiring, engaging or entertaining content. Consistency is key here. You won’t achieve your goal by posting just once. You should therefore focus on a long-term strategy.
Email marketing
You can convey your message to your existing customer base via email. Enhance your email with text and images and trigger
Webinar
A webinar is an online presentation that anyone interested can attend. Do you want to attract new leads? Then organising a webinar is the perfect form of content. Share your knowledge on a specific topic and let your target audience ask questions. That way, you keep it interactive.
Branded content
This is content you pay for, such as advertorials in newspapers. Read the full blog‘What is branded content?’ here

Our content specialists explain…

The growth meter as a tool for your content strategy

At Traffic Today , we use a content strategy method we have developed ourselves: the ‘growth meter’. The growth meter gives us insight into how a client is performing in terms of content marketing and where there is still room for improvement. We outline the steps below.

Step 1 – SEO-optimised content on key pages
Using our tools, we identify the most important pages to rank. These pages are then optimised with SEO content.
Step 2 – Optimisation of existing SEO content
Using our tools, we analyse how existing pages rank and, based on the data, determine which content to expand further. It is also possible to optimise existing content to achieve better rankings. We turn good rankings into top rankings.
Step 3 – Add or optimise FAQs
By implementing FAQs, you provide answers to the questions most frequently asked by website visitors. Sometimes this results in a ‘featured snippet’ on Google, which leads to a higher click-through rate. FAQs also help build greater trust amongst the target audience.
Step 4 – Setting up a blog or knowledge section
With a blog or knowledge section, you build authority, meet visitors’ information needs and generate relevant traffic to your website.
Step 5 – Email marketing
Email marketing allows you to reach a target audience that is already familiar with your brand. At this stage, we set up email marketing campaigns or optimise existing ones. We contribute strategic input on the best approach and implement improvements to both text and visuals.
Step 6 – Psychological content
Through psychological optimisation, we get the most out of every website visit. We do this by applying psychological techniques to text and imagery, as well as by critically analysing the page layout.
Step 7 – Target audience-driven content strategy
Through target-audience-driven content, we bring the client and the brand closer together. We analyse the best strategy and examine how we can best serve the client’s target audience. We utilise multiple channels to maximise impact.

What is duplicate content?

“The more content, the better” is a saying you sometimes hear in the marketing world. However, there are companies that take this statement so literally that they copy content from certain pages and place these texts on related pages. This is also known as duplicate content. Copied SEO texts can cause considerable damage to your organic search results, as Google penalises this sort of behaviour very severely.

If you spot the CTRL+C / CTRL+V combination here and there in a particular sentence, you won’t incur a penalty from Google. This penalty only comes into effect if you deliberately copy long chunks of text. If you do this with someone else’s ‘copy’ as well? Then you’re really in trouble. So stick to unique content, because that’s what will take you the furthest.

What is helpful content?

For many years now, blogs have been the go-to form of content for helping visitors with their queries. In 2022, Google rolled out the Helpful Content Update. The main aim of this update is to better serve users on Google. A shift is also becoming apparent. Whereas category pages used to be written primarily for search engines, Google now expects websites to provide content that really matters. Helpful content is content that genuinely helps the user with a particular issue.

Imagine this. You want to post an advert on Instagram yourself, without the involvement of a marketing agency such as Traffic Today. However, you have no experience with this, so you’re in over your head. Whereas, as a marketing agency, you might previously have got away with a dry list of steps, since the update that’s no longer good enough. Screenshots of the hurdles to be overcome have become indispensable in order to meet the requirements for good, helpful content.

AI Content: a curse or a blessing?

AI Content… The term was mentioned so frequently at the start of 2023 that it secured its place as a contender for ‘word of the year’ early on in the year. With ChatGPT, OpenAI launched an AI tool so successful that it turned the world on its head. And although AI content brings with it interesting opportunities, according to Traffic Today , a human perspective will remain necessary for the time being to deliver high-quality content marketing. For the time being, we are therefore mainly experimenting with entering search queries, which we use as inspiration for our content marketing. In doing so, we rely on ChatGPT, but also on the lesser-known Jasper AI. One thing is clear, at any rate: AI-generated content is something that needs to be kept under close observation.

How do you make content marketing measurable?

How do you know if your content marketing approach is working? You can only assess your content marketing activities if you make them measurable. To do this, it is important to set KPIs in advance. KPIs are Key Performance Indicators that assess the performance of your activities. In the world of content marketing, the following KPIs are often used:

  • Search engine rankings
  • Bouncerate
  • Click-Through Rate
  • Reach
  • Commitment

The relevant KPIs vary depending on the type of content. For a blog, for example, it can be useful to see how the blog ranks and what the average session duration for the page is. For a podcast, on the other hand, it is more relevant to know how many people are listening to the podcast and whether the number of subscribers is increasing.
You can analyse your content using tools such as Google Analytics, SEMrush and Ahrefs. By developing dashboards, you can create an overview that allows you to see at a glance how your content marketing activities are performing.
As we’ve mentioned before, it’s important to remember that content marketing is a long-term strategy. After writing a single blog post, sending a single email and posting a single Instagram update, you probably won’t see much of a result straight away. Give it time: you’ll soon see the impact for yourself.

Why content marketing will still work in 2026

To get straight to the point: an impactful marketing strategy goes hand in hand with content marketing, even in 2026. Indeed, the smart use of content marketing seems to be becoming increasingly important. In a world where consumers are becoming increasingly selective in their online interactions, relevant content offers businesses the opportunity to stand out. By sharing valuable content, businesses can build positive brand associations and encourage consumers to return for more, which ultimately increases the likelihood of conversions.

Content marketing remains relevant, particularly in the age of AI. This is because content marketing allows you to forge human connections and share authentic stories – something that AI cannot replace. Furthermore, AI enables marketers to personalise content based on advanced analytics, thereby providing relevant and engaging information to specific target audiences.

What are the key content marketing tools?

To determine exactly what content is needed to accelerate your website’s online growth, we use a range of useful content marketing tools. These tools enable our content marketers to write search-engine-friendly copy that contains precisely the right words. In addition, we tackle the visual aspect of content marketing using, amongst other things, programmes from the Adobe Creative Cloud suite.

  • Semrush
  • Keyword.com
  • Photoshop
  • Answer The Public
  • Illustrator
  • Ahrefs
  • InDesign
  • XD

Attending a content training course

If you’d like to get started yourself – for example, by improving the copy on your website – but simply don’t know where to begin, a content training course from Traffic Today offers the solution. During this training, you’ll learn everything about writing search engine-friendly content. We’ll show you how to carry out keyword research quickly and what to look out for when structuring your text. We’ll also review the current content on your website together and give you some initial ideas for further optimisation.

By the end of the content training, you’ll know what opportunities are available for your website and you’ll have all the tools you need to get started yourself. Of course, you can always count on help from our content marketers if you get stuck.

As well as offering specialised content training in SEO writing, we also provide other training courses, such as creative writing and psychological principles.

Interested? Please feel free to get in touch.

Request content training

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Email marketing

As an extension of the content marketing activities described above, we offer email marketing. This tool is ideally suited to increasing loyalty amongst your existing customers. For example, you can alert them to upcoming promotions or provide information on maintaining the products they have purchased. This content is vital for keeping your existing customer base engaged, thereby encouraging repeat purchases, for instance. In addition, email marketing is effective when, for example, you’re aiming to drive newsletter subscriptions or brochure downloads. The email addresses you collect in this way can all be targeted with content that highlights your company’s products or services. From abandoned basket campaigns to inspirational newsletters – we’d be delighted to implement email marketing for your business!

Why is a content marketing strategy important?

Although the individual components of content marketing are generally highly effective, it can be wise to integrate everything into a rock-solid strategy. In doing so, we map out your objectives and align them with your target audience’s profile. In addition, we identify opportunities at each stage of the customer journey and determine which message should be conveyed at which point. To implement the strategy, we also support you with, for example, developing formats, a strong proposition based on your current identity, or a content roadmap to guide you.

Opt for a content marketing strategy if you want to get more out of your company’s story. Who are you and what do you stand for? How do you want to reach your audience, and what message will win them over? Your company’s identity forms the foundation; we develop this into a high-quality content strategy that will serve you well for years to come.

What are the dos and don’ts of content creation?

Do

  • Be consistent: content creation is an ongoing process. Keep investing in it to achieve the best possible results.
  • Take a strategic approach: research where you can find your target audience and how you can engage them.
  • Develop specialised content formats: they provide a solid foundation and create recognition amongst the target audience.
  • Try content mapping: distribute your content in different ways, via various channels. By using your content in different ways, you can reuse it.

Don’t

  • Don’t just create content because you feel you have to create something. Make sure you always have a clear objective.
  • Don’t get too caught up in what the competition is doing. By being unique, you’ll actually stand out to your target audience.
  • Duplicate content is strictly forbidden. However tempting it may be to copy text, do not do it. Google penalises this.
  • Don’t have the capacity? Don’t put your content work on hold – outsource it instead. That way, you ensure the work continues uninterrupted.

Frequently asked questions about content marketing

What is content marketing?
Content marketing is the way in which an organisation brings its content to the attention of the right target audience. Various marketing strategies underpin this approach. Think, for example, of search engines, but certainly also of social media or external websites. In essence, you are marketing the story of your brand, product or service in order to build a connection with your audience.
What are the benefits of content marketing?
Content marketing can increase brand awareness, boost trust and authority, generate leads and conversions, improve search visibility and strengthen customer relationships.
Who is content marketing suitable for?
Both multinationals and smaller players stand to gain from effective content marketing. This strategy is by no means limited to large companies or local organisations. The structure of your content depends entirely on your target audience and what you ultimately aim to achieve through content marketing. In short, content marketing is right for your business too!
Why is content marketing important?
These days, competing in the online landscape is incredibly difficult. Everywhere you look, users are bombarded with adverts, discount codes, promotions, brands and more. How do you stand out amidst this blizzard of content? With content marketing, you can identify opportunities; for example, look for areas where your competitors aren’t yet present. Or offer unique information that only you have access to. That way, you can take on the competition.
Why outsource content marketing?
Outsourcing content marketing offers businesses the opportunity to benefit from the expertise and experience of specialist content marketers. With our experience and knowledge, we have the right skills and resources to develop and implement effective strategies, saving companies time and money. Furthermore, outsourcing brings a fresh perspective and creative ideas.
What are the benefits of content marketing?
The key benefits of content marketing are its long-term nature and the opportunity to engage your target audience early on in the customer journey. By creating content that ensures a steady flow of traffic to your website for years to come, your market share will continue to grow without you having to do much to achieve it. Think, for example, of a top-quality blog article. There’s a good chance that, over time, it will rank highly in search results and thus attract more and more visitors to your website. In addition, content marketing allows you to engage an audience that’s just starting to explore your offerings and even raise awareness of your brand.

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Want to achieve greater success with content marketing?

Do you want to strengthen your brand and attract more relevant visitors? With our content marketing strategy, we create unique, valuable content that appeals to your target audience and enhances your authority. This not only boosts your online visibility but also helps you build a strong relationship with your customers. Get in touch and find out what we can do for your content strategy!

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