Content marketing

Content marketing is a digital marketing strategy that creates and shares useful, relevant content to attract and keep a specific audience.

Unlike direct advertising, this tactic aims to meet the public’s needs and interests, build trust, and position the brand as a leader in its field.

In other words, it involves providing valuable (not just promotional) information that benefits the user and naturally draws them closer to the company’s products or services.

Types of content

Content marketing encompasses practically any informational format that interests users. For instance

• Social: posts on social networks (tweets, Facebook posts, Instagram, LinkedIn, etc.)
• Online: blog articles, newsletters, eBooks, and downloadable guides
• Offline or print: company magazines, brochures, and printed editorial material
• Multimedia: videos (tutorials, webinars), podcasts, infographics, and other interactive audiovisual formats

All these pieces of content aim to educate, inform, or entertain the target audience, ultimately sparking genuine interest in the brand.

This means each piece of content is designed to provide real value to the user while aligning with business goals like conversions or sales—without becoming overly promotional.

Importance and trends

Content marketing has become a fundamental pillar of modern digital marketing.

In fact, content still drives most marketing strategies and is seen as a key part of any digital marketing plan.

One reason is that modern SEO revolves around content—creating high-quality, optimized content is essential for strong visibility on Google, which rewards companies that show expertise and authority through what they publish.

In this sense, many say that modern SEO is essentially just optimized content marketing.

To rank in search engines, you need a solid content strategy.

When it comes to adoption, most companies and marketing professionals include content marketing in their plans.

Studies show that around 73% of B2B marketers and 70% of B2C marketers use content marketing as part of their overall strategy.

This broad adoption comes from the results it produces.

For example, it’s proven to generate three times more leads than traditional marketing strategies, and 72% of companies view it as an effective way to boost lead generation.

In other words, investing in quality content consistently attracts more prospects organically than intrusive or purely promotional tactics.

Moreover, it is a cost-effective long-term tactic.

Although it takes consistent effort (like regularly creating articles, videos, etc.), published content has a lasting impact—it keeps drawing traffic and potential customers long after it’s been released.

This makes it a more sustainable and cost-effective strategy over time, unlike paid campaigns that stop delivering results as soon as the investment ends.

It’s no surprise that companies keep stepping up their efforts in this area year after year.

From a public interest standpoint, “content marketing” is a highly searched term in the Spanish-speaking world, highlighting its relevance.

According to SEO tool data, this keyword gets about 15,000 monthly searches in Spanish just in Spain, and over 110,000 globally across all Spanish-speaking countries.

This puts it among the most-searched digital marketing terms, showing that many professionals and entrepreneurs actively look for ways to implement this strategy.

In summary, SEO interest and trends confirm that content marketing remains king in the online marketing landscape.

Relation with email marketing and website digital marketing

Email marketing is an ideal channel for sharing content—many companies use newsletters to distribute blog articles, guides, videos, or other resources, effectively combining both strategies.

In fact, within content marketing, sending newsletters and informational emails is seen as one of the main online ways to deliver value to the public.

A high-quality piece of content can have a greater impact when delivered straight to the inbox of interested subscribers, helping build loyalty and keep the audience engaged.

Adding a piece of content to an email campaign—like sending ebooks or case studies—is a common practice that combines the strengths of both strategies.

Ultimately, content marketing matters because it attracts traffic, positions brands as leaders, and delivers sustainable long-term results.