Content marketing has always been huge in terms of how successful a business is. Originally content marketing was used on website where keyword rich, relevant and fresh content was needed in order to get a website ranked on the search engines. The content needed to be written in such a way that it would get ranked but also that it would be informative and interesting enough for the reader to make them want to purchase the product or service. Although this is still very important, content marketing is not just for websites and now can be used in a number of other digital marketing platforms.

Personalising your content on apps or emails for example can often lead to higher conversion rates. Creating a profile of your visitor and then using this information to tailor the content you give to them means that it will usually be a lot more relevant. With people often using their phones or tablets to read content, it is important that it is snappy and to the point. You need to give your readers bite sized bits of information that is going to make them want to continue reading. Collecting data about your customer is vital to allow you to continue improving the content you show to them.