Content marketing involves the creation and sharing of content in order to attract the attention of a company’s target audience. By publishing content online, companies are able to increase their overall online brand presence and connect with their target audience via multiple platforms. Content marketing is founded on the idea that by delivering high-quality, relevant and valuable information brands can help ultimately drive positive (and profitable) consumer action.
Many content marketing campaigns create new information and share it via any and all media, both traditional and digital, including magazines, print or online newsletters, websites or microsites, white papers, webinars, podcasts, online videos, blogs, emails, and more. The primary purpose of content marketing is to inform and educate target customers about key industry issues, while sometimes involving the unique benefits and value of the company’s products. By educating their customer with a content marketing campaign, the brand becomes recognized as a thought leader, industry expert and earns customer trust.
Unique content can be published on a company blog, industry blog, social network, video sharing site, document sharing site, industry association website and more. Many content marketing campaigns will focus on creating multiple types of content for a variety of platforms in order to engage as large a percentage of the target audience as possible.
Marketers use content marketing to achieve a variety of business goals including: thought leadership, lead generation, increasing direct sales, introducing specific brand language (demand generation) and improving customer retention. A content manager is a member of the marketing team who creates, optimizes and distributes various types of content designed to engage with online customers.