According to Wikipedia: 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:
- Attract attention and generate leads
- Expand their customer base
- Generate or increase online sales
- Increase brand awareness or credibility
- Engage an online community of users
Content marketing attracts prospects and transforms prospects into customers by creating and sharing valuable free content. Content marketing helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future. This relatively new form of marketing does not involve direct sales. Instead, it builds trust and rapport with the audience.
Content marketing is good for your bottom line and your customers
Specifically, there are three key reasons and benefits for enterprises that use content marketing:
- Increased sales
- Cost savings
- Better customers who have more loyalty
What exactly is content marketing?
Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
In short, instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
How is content marketing different from other forms of marketing?
There is a lot of confusion about what content marketing is and what it isn’t. While we don’t want to get wrapped up in semantics, it helps if everyone is using the same terms.
Content marketing stimulates consumer interest in a brand. In other words, it makes people aware of your brand, aka brand awareness. And this is key in customer acquisition and retention. When you produce really great content it gets people excited about your product or service.
Content can also build trusting and lasting relationships with your customers. For example, the blog on your website can be used to answer customer questions, and if you write quality content you will become a trusted expert. When customers look to you for advice, they trust what you are saying meaning they are more inclined to also trust your product or service.
Content marketing is related to — but different from — all of these forms of marketing:
- Native advertising
- Branded content
- Product marketing
- Traditional marketing
- Social media
- Inbound marketing
- Public relations
- Influencer marketing