Content marketing is a strategic marketing approach focused on creating and distributing valuable and relevant content to attract and retain a clearly defined audience in order to drive chosen objectives.
Examples of content marketing:
- Blog posts sharing insights, how-to advice, industry knowledge
- Videos with tips, company updates, behind-the-scenes footage
- Podcasts discussing news, interviews with professionals
- Ebooks, whitepapers, guides around specific topics
- Webinars, courses educating about concepts and practices
- Images, diagrams, or interactive data visualizations that explain information visually
- Interactive tools like ROI calculators, cost estimators
- Public social media channels providing content to followers
The types of media used are varied, but all focus on consistent publishing of material that provides some form of value for an identified audience.
The goal is to use the content to build awareness, engagement, and lead generation, which will lead to business objectives like increased sales and customer satisfaction.