The buzzword is everywhere. You know you should be doing it, or doing it better. Your competitors are doing it, and you want in. But what exactly does content marketing mean? And why is it so great?
According to the Content Marketing Institute:
“Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.”
Your content should inspire your audience to take action of some kind, whether it’s making a purchase, or contacting your business for additional information. Ultimately, by taking the time to develop your own content, you can use it in multiple ways, and continue to get value out of it over teh long term.
This article from impactbnd.com goes into further detail about what content marketing is and how it works.