The average online user is bombarded by approximately 5,000 -10,000 ads per day1. You’d expect this to be a monthly metric, but unfortunately, it’s a daily one. If you are feeling shocked, it’s probably that you, like many others, have adapted to this evolving “adscape” by becoming much better at ignoring the ad noise. Pushy marketing tactics don’t seem to work anymore and marketers are left to their survival by coming up with better ways to get users to listen. You might have heard about content marketing but what is this ominous marketing tactic and why does it seem to be trending? Let’s take a look at it together.
What is Content Marketing?
Firstly, content marketing uses a more organic approach through a marketing technique called “pull marketing”. This means that instead of aggressively “pushing” a message to an audience, your audience reaches out to you. This seems like an ideal position to be in but how do you get users to search for you if they don’t know who you are? There are multiple ways of doing this. If you think of your audience as waves of traffic searching for various topics or following certain trending topics out of their own interest, it makes this concept a lot easier to grasp. Let me explain.
Is Content Marketing Effective?
According to Forbes Magazine, content marketing can lead to 74% increase in lead generation2. Obviously, results will vary based on industry, and overall search volumes for that particular topic. For our client Scrappy.ca, we were able to increase their online visibility by 70% and are now using their SEO strategy as their main source of new leads.
So clearly there are some major benefits but obviously strategizing it correctly becomes a crucial part in how well it performs. First and foremost, you need to decide which type of content works best for your audience and how to best reach your goals. Here are some considerations when strategizing the type of content marketing that should work best.
So which type of content marketing should I use?
Top 10 tips building your information content strategy.
Ideally, it should be on a variety of platforms and each one has their own advantages and disadvantages. But there are many other types of content marketing that can apply for different purposes. Many marketers have become excellent surfers by riding these topic and trend waves and therefore reaching their audiences organically. Here are a few examples of how this can be applied:
Trend Surfers: Social Content Creation
Social media, in general, can add an authentic charisma to a brand, making it more relatable. However, unless you already have a following, social media posts alone won’t mean you’ll get any traction. Riding social trend waves means you’ll be piggybacking on already trending topics in order to get some traction. Social media users often follow these trend waves because they are either participating in it themselves, are passionate about the trend or are simply entertained by it. This can be done in many ways. For example, through social justice trends, challenge trends (i.e., the mannequin challenge), user-generated content, piggybacking on trending posts, etc.
When it comes to Social Media Content, keep it real.
There are a lot of advantages to making your brand relatable, just keep one thing in mind while creating your social content, keep it authentic. Ever see someone who was just trying too hard to be the “cool kid”? It can be a little off-putting and even look a little needy for your attention. It can have somewhat of the same effect with organizations that are trying too hard to be trendy. Use your own internal company culture to organically set the tone for what level you can use in your social platforms so that it appears authentic and natural. Find what makes your organizational culture unique and emulate that on an online platform.
Topic Surfers: Information Content Creation
People are constantly looking for information on various topics. If you want to surf this wave, then you’ll be creating content giving your audience valuable information that they are looking for. This can take the form of blog posts , informational videos, infographics, podcasts, emails, and webinars. Essentially any kind of source of information that can be found in search results. At Kanguru Digital Agency, we specialize in surfing that topic wave by building SEO strategies through the use of blog posts. Here are some tactics that we regularly use to help build our strategies.
1. Get an audit done for your website
Start with a free SEO audit to ensure your foundation is solid and ready for content growth.
2. Do your keyword research
Understand search volume, difficulty, and relevance. Use reliable keyword tools to guide your topics.
3. Build your SEO strategy
Develop a realistic editorial calendar and stick to it. Consistency drives results over time.
4. Build authority on a topic
Show your credibility with bios, credentials, awards, or certifications.
5. Make content relatable and engaging
Avoid dry jargon; instead, use clear and compelling language.
6. Choose the right tone
A familiar tone can increase reader connection, especially on blogs and social platforms.
7. Align content with your product or service
Keep relevance high to improve SEO rankings and reader retention.
8. Balance SEO and readability
Don’t sacrifice engagement for optimization; blend both effectively.
9. Focus on user experience
Short paragraphs, headings, and tables of contents help retain attention.
10. Track progress and be patient
Use tools like Google Search Console and stick with it — results take time.
Riding the content marketing wave requires a strategic, patient approach. With users bombarded by thousands of ads daily, content marketing offers a way to cut through the noise by delivering valuable, engaging content that draws the audience in naturally. By leveraging trends, building authority, and maintaining a balance between SEO optimization and user-friendly content, brands can create meaningful connections with their audience. Success in content marketing takes time and consistency, but with the right strategy and persistence, it can yield substantial results in terms of visibility and lead generation. Stay the course, track your progress, and continue refining your content to meet the evolving needs of your audience.
Citations:
1. Thinking vs feeling: The psychology of advertising. USC MAPP Online. (n.d.). https://appliedpsychologydegree.usc.edu/blog/thinking-vs-feeling-the-psychology-of-advertising
2. Forbes Magazine. (2025, March 28). Top content marketing statistics. Forbes. https://www.forbes.com/advisor/business/software/content-marketing-statistics/#:~:text=Content%20marketing%20increases%20lead%20generation,effective%20in%20boosting%20lead%20generation.
