“Content marketing is any marketing format that involves the creation and sharing of media in order to acquire customers. Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering consistent, ongoing valuable information.” ~ Wikipedia
Content marketing is one piece of an inbound marketing strategy. Buyers are increasingly tuning out the marketing message and looking online to get the information they need, when they need it. Instead of giving customers a sales pitch about your products or services, the idea behind content marketing is to provide them with valuable information in order to help them make an intelligent buying decision.
Companies have been using content marketing long before the Internet and social media. Product brochures, case studies, whitepapers, trade journal articles, conference participation, etc. have all been used to create product awareness, educate buyers, and fill the pipeline with leads. But the Internet has allowed these companies to expand their reach and vary their content in the form of videos, webinars, eBooks, slide presentations and more, in order to reach the widest possible audience. When developing a content strategy, chose quality over quantity.
Inbound Digital develops content to educate your prospects, many of whom are at different levels of awareness, and to position your company as a trusted source when they are ready to buy.