What is content marketing? Why is it important?


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Content marketing is everywhere. You may have consumed some today without even thinking too much about it. But it’s incredibly effective.

So let’s look at the basics:

What Is Content Marketing?

Content marketing is the creation of content (as well as planning and distributing) with the aim of reaching a particular audience. Content marketing focuses on indirect promotion, so it’s adding value for the reader, helping them with a pain point. In return, the reader – over time – starts to feel an affinity with the brand that is sharing useful content. When it comes time to purchase, they turn to the company that’s been producing insightful content, rather than a competitor.

Why is content marketing important?

Content marketing is vital as it can help your company achieve a number of its goals:

  • Ensure you educate your leads about what you offer
  • Take those leads and turn them into conversions
  • Build long-lasting relationships with your customers that are based on loyalty
  • Demonstrate to your customers and prospects how your offering solves their problems
  • Foster a sense of community around your brand


Types of Content Marketing

Blogs: Blogs are a fundamental type of content that can be used in a number of ways. You can be really creative in terms of topic and how you structure it, and you’re able to use it to indirectly promote your product or service by giving your expert opinion, and offering that opinion for free. The blog may lead to landing pages or other CTAs, but the core of it is about helping the reader.

Infographics: Infographics are a unique way to display information, particularly data, in a way that is  very easy to understand. The key is to use graphics to the fullest, with minimal amount of text, to create something that is not only educational but is fun to look at. It’s a very useful tool if you’re trying to distill down some complex process or procedure.

Podcasts: These have exploded in popularity over the last few years. While many major companies and media entities create podcasts, so do individuals and small companies, often building a loyal following that they can later convert to customers.

Videos and animation: HubSpot tells us that over 50% of consumers want to see videos from brands. Whether live action or animated, they’re a quick way to get information across and create engagement. Much like infographics, they’re often best when short and to the point, and can help break down complex information in an easy-to-digest manner.

Examples of content marketing

Expedia: A classic example, the travel company uses their blog for travel-related content, whether it’s hotel recommendations, or places to visit, and so on. The genius here is that it is perfectly in line with their offering.

Microsoft: Microsoft started Microsoft Stories as a way of talking about their company and achievements in a less promotional way. By creating genuine stories that have human interest, they were able to build a blog that found its reach way beyond those just looking to purchase a Microsoft product.

Red Bull: One of the all-time greats when it comes to content marketing, Red Bull sells an experience. Synonymous with extreme sports, they are as much a publisher and multi-media platform as they are an energy drink. Red Bull is an example where the content starts to become almost independent of the original product, if it’s produced at a high enough quality.

Rip Curl: Surfers are always searching for the best waves, and so Rip Curl’s ‘Search’ features great surfing and lifestyle features from around the world, with high quality photography and engaging stories. Their followers are in the millions, and their content is always in-line with their product.

Setting up your UAE company

If you’re ready to set up your company (and promote it brilliantly through content marketing) it’s advisable to work with a company formation expert such as Set Hub that can manage the entire application process on your behalf.

Initially, you are usually only required to provide a few details and some basic documentation, including:

  • Completed application form.
  • Passport copy of the proposed owner or owners.
  • Two colour passport size photos.


If you’re armed with the right knowledge, setting up a business in Dubai doesn’t have to be overly complex. That being said, it does require a level of prior knowledge of the process. What’s more, it is important to note that the application process is only straightforward if your license application is complete at the time of submission and free from errors.

To help you to ensure that this is the case, it’s a good idea to work with a company formation specialist such as Set Hub when establishing a new company in the UAE.

We are a team of company registration professionals who are passionate about bringing the dreams of aspiring entrepreneurs and SMEs to life.

As well as handling your license application, Set Hub can also assist with the opening of corporate bank accounts and advise on the most appropriate financial institution to suit your specific needs.

We also offer visa and immigration services and can handle all government formalities, permissions, work permits and visas applications that are required to trade in the UAE.

In short, our experts can establish your company on your behalf, make your license and visa applications, and take care of all the necessary admin – leaving you free to get on with running your business.