Content marketing is a marketing strategy used by brands that prioritize the creation and publishing of high-quality written and visual material online. The goal of content marketing is to attract, engage, and retain an audience, eventually turning them into customers.
Rather than encouraging prospects to react immediately, content marketing strategies encourage prospects to warm to a brand over time. This is achieved through regularly publishing authoritative and valuable content that establishes that brand as the thought leader. This has the effect of boosting trust and keeping the brand at the front of consumers’ minds until they’re ready to follow through with a purchase.
Traditionally dominated by written content such as blog posts, articles, and eBooks, the proliferation of social media and platforms like YouTube and (more recently) TikTok has led to an explosion in video-based content in recent years.
When it’s done right, content marketing makes it clear to your audience that your product or service is the only viable solution for their problem(s).