“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” Content Marketing Institute
Great content marketing achieves business authority in the customer’s mind. It’s how marketers move from interrupting prospects with promotional messaging to building engaged audiences through the offer of relevant, high-value information.
It’s how you move your prospects from a passive state to an active state, where they are actively involved in the discovery of your value. It can kick-start the buyer’s journey and provide decision-making insight. It takes many forms, and all can be effective.
Your ability to create and execute great content marketing is directly related to your revenue growth outlook. When the content you develop earns the time investment of your prospect, you position your business value during a critical phase of the new sales process.