Content marketing

What is Content Marketing?

Content marketing is a digital marketing strategy that focuses on the creation and distribution of relevant, valuable and consistent content.

Its objective is to attract and retain a clearly defined audience and ultimately drive customer action that results in commercial return.

Therefore, instead of directly promoting your products or services, you are providing useful and relevant content to your potential customers to help them solve their problems.

Find out more about our content marketing services

Table of contents

Optimisation & Strategy: The Power of Content

At Incognito, we believe that content marketing is much more than just words on a page. It is a powerful tool to attract, engage and convert your target audience.

In fact, as one of Spain’s leading marketing agencies, we use our data-driven approach and customised strategies to create content that aligns with Google’s algorithms and your audience’s expectations.

Improve your strategy with our content marketing

Where Content Marketing came from

Although the term ‘content marketing’ became popular with the arrival of the internet, the truth is that the idea of using content to attract and retain customers has been around for a long time.

One of the earliest implementations of this strategy can be traced back to 1895, when John Deere launched his magazine “The Furrow” to share advice and news with farmers, establishing itself as a valuable resource in the agricultural industry.

The furrow página de recorte
The Furrow

Where to Apply in the Business Environment

Content marketing can be used in a variety of ways to boost your business:

Blogs

Creating and maintaining an up-to-date blog is a great way to share knowledge, news and tips, while improving your visibility in search engines.
Incognito's Blog

Social Media

Engaging content can help you build a strong and committed community on social media.
Boost your brand on social media

Email Marketing

Valuable content can boost your email marketing campaigns, increasing open and conversion rates.

Whitepapers and reports

Long, detailed documents can establish your brand as an authority in your sector and generate high quality leads.

Audio-visual Content

Videos, podcasts and other audio-visual formats can capture the attention of your audience and increase engagement.
Podcasts for businesses

Webinars & Online Courses

Offering training or useful information through webinars and online courses can establish your reputation as a leader in your sector and attract new customers.
Spokespeople training

Infographics

Infographics are a great way to present complex information in a visually appealing and easy-to-understand way, which can increase engagement and sharing on social media.

Case Studies

Case studies can show how your products or services have helped your customers, which can increase trust in your brand and convert prospects into customers.
Incognito Case Studies

Why go for Content Marketing?

Content marketing can be applied in a variety of ways in the business environment.

For example, it can improve brand visibility, establish authority in the industry, improve customer engagement, strengthen customer relationships and even drive word-of-mouth marketing.

Whether you are launching a new product, looking to increase brand awareness, or trying to attract new customers, it is important to keep in mind that a well-executed content marketing strategy can be a powerful tool for achieving your business goals.

Higher conversion rates and greater engagement

According to the Content Marketing Institute, companies that use content marketing have a conversion rate six times higher than those that do not.

In addition, 72% of marketers say that content marketing increases engagement and is an excellent lead generator.

Engage your audience with content marketing

5 reasons to use content marketing in your business

Here we summarise some of the main reasons for content marketing in your company:

  • Increases the visibility of your brand:

    Quality content improves your search engine ranking, which increases your brand visibility and attracts more visitors to your website.

  • Establish your authority in the industry:

    By providing content that showcases your knowledge and expertise, you establish yourself as an authority in your field, gaining the trust and respect of your potential customers.

  • Improves customer engagement:

    Interactive and engaging content encourages users to spend more time on your website and interact more with your brand, which can lead to increased conversions and sales.

  • Strengthens customer relations:

    Content marketing allows you to communicate regularly with your customers and provide them with value beyond your products or services, strengthening your relationships with them and fostering their loyalty.

  • It boosts word-of-mouth marketing:

    High quality content of interest to your target audience is more likely to be shared, which can lead to increased brand awareness.
Enhance your business with consistent and valuable content

Content Marketing Success Stories

LUSH

Lush has built a strong online and offline community by creating content that reflects its brand values, such as respect for the environment and the fight against animal abuse.

Its varied and authentic content, ranging from product tutorials to discussions on ethics, has resonated with its audience and fostered significant brand loyalty.

CANVA

Canva has used content marketing to position itself as a leader in its field, providing a wide range of tutorials, templates and design inspiration on its platform.

This not only attracts and retains users, but also helps them get the most value from Canva's tool, thus improving their satisfaction and loyalty.

ZARA

The well-known Spanish fashion brand Zara has used content marketing to highlight its new collections and fashion trends.

Its strategy includes engaging visual content on its website and social media, as well as blog posts with fashion and style information. The content is designed to inspire customers and show them how they can incorporate the latest trends into their own styles.

BBVA

Spanish bank BBVA has used content marketing to educate its customers about personal finance, investments and other financial topics.

In particular, through its blog 'BBVA Aprendemos Juntos', BBVA provides a wide range of useful articles, videos and podcasts that help its customers make informed financial decisions.
In this way, BBVA establishes its position as a trusted source in the financial sector.

DESIGUAL

Barcelona-based fashion brand Desigual has used content marketing to communicate its unique and colourful brand personality.

To achieve this, through its social media channels and online magazine, Desigual shares content ranging from fashion shoots to real-life stories that reflect its brand values of diversity and authenticity.

SIEMENS

Siemens, one of the world's leading technology and industrial companies, has used content marketing to educate its audience about its advanced industrial and technological solutions.

On its blog and other content platforms, Siemens shares case studies, white papers and technical reports that demonstrate its industry leadership and the effectiveness of its products and solutions.

IBM

IBM, the multinational technology company, uses content marketing to position itself as a leader in the technology industry.

Through its 'IBM Research' blog, IBM shares the latest news and advances in its research, providing insightful and valuable content that demonstrates its industry leadership and expertise.

REVOLUT

Revolut, one of Europe's most successful fintechs, uses content marketing to educate its users about personal finance and the use of its platform.

Through its blog, Revolut provides guides, tips and industry news to help its users make informed financial decisions.

In addition, educational content about its products and services helps users get the most out of the Revolut platform.