content marketing
Creating and sharing useful material such as articles, videos and guides to attract and keep an audience.
Definition
Content marketing attracts customers by offering value before asking for a sale. Formats include blog posts, newsletters, podcasts, video, webinars and research. The aim may be search visibility, trust or lead capture. It usually compounds slowly, so it needs a plan, consistent publishing and a way to measure impact. Agencies can supply strategy, writing, design and distribution, while clients provide product knowledge and approval. Build a process for updating older pieces too, since refreshing a strong article is often cheaper than writing a new one.
In a sentence
The agency published a guide that attracted organic search traffic for months.
Content marketing needs patience before results appear.
