top of page

MKTG Principal: What is Content Marketing and how to use it to attract readership and generate leads

What is Content Marketing and how to use it to attract readership and generate leads.

Content marketing is a form of marketing focused on creating, publishing and distributing content for a targeted audience online. It is often used by businesses in order to:

  1. Attract attention and generate leads

  2. Expand their customer base

  3. Generate or Increase online sales

  4. Increase brand awareness or credibility

  5. Engage an online community of users

Content marketing means attracting and transforming prospects into customers by creating and sharing valuable free content. The content should be relevant to the own business area and category so that the audience will remember and make a selection.

Content marketing is the future of marketing

Unlike other forms of online marketing, content marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for a new need.

"The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story." Wrote Mashable

For content marketing to work, you need

1. Large amounts of content

2. Suitable strategies for targeted persona

3. Experimentation

4. Perseverance.

When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc.

Content Marketing Strategy work by educating potential customers about something they are interested to learn more about. This relatively new form of marketing does not involve direct sales. Instead, it encourages the audience to make the purchase on their own when they are ready.

Valuable contents create sustainable brand loyalty and provide valuable information. We at Pareto Principal believes that at the end they will be purchasing your products because of the trust you have built along the way.

Case Study- WEALTH - Singapore-based Investment Platform

Singapore-based "WEALTH", connects investors to the best advisors. With access to over 50 professional institutions worldwide, their matching technology give the readers benefit of independent expertise and insight, helping readers find the best fit more intelligently and efficiently than by word-of-mouth. Working with the private banking, trust, tax and legal industries, they can offer tailored access to the institutions and professionals that match reader's needs

To increase readership and generate quality leads, WEALTH needs to attract many types of investors. To do this, WEALTH uses Content Marketing by engaging various industry expert to contribute interesting contents about their respective industries.

One of their expert contributor is Watch KOL, Mr. Su Jia Xian (SJX). SJX has a very popular Instagram and website "Watches By SJX" which provides valuable insight and opinion on the world's best watches.

Content Marketing Strategy works very well for WEALTH, as they now have a community of thousands of subscribers worldwide.

Recently WEALTH have engaged me to write a 3 part feature article about classic & collectible cars to be featured on their website and newsletter. You can read the article here.

Pareto Principal is a Hong Kong-based Strategic Marketing Agency that focus on results. Our mission is to help company owners and senior executives focus and optimize marketing efforts by using the 80-20 Pareto Principle.
We are serial entrepreneurs, business consultants, brand strategists, graphic designers, marketers, publicists, content writers from different industry backgrounds. We back up every strategy with hardcore data for solutions that make a measurable difference.
For more information, please go to or email us at

Featured Posts
Recent Posts
Search By Tags
No tags yet.
Follow Us
  • Facebook Basic Square
  • Twitter Basic Square
  • Google+ Basic Square
bottom of page