Content marketing involves creating and distributing content that is valuable and relevant to the audience, gets that audience to engage with your company or brand, and has a bigger objective of driving profitable customers to your business. It is very customer-centric (vs. product-centric) and addresses their pain points or identifies opportunities rather than positioning products or services.
We like to think about content marketing as gasoline and all other marketing methods as a vehicle – if you don’t have the fuel to move the vehicle, it won’t go far. It’s a method that reaches your best prospects before they even recognize they have a need, entices them to dig deeper into your website, builds a loyal fan base, and nurtures them by building trust and rapport until they are ready to buy.