All marketing that produces content, publishes it and distributes it through different channels with the aim of attracting customers is related to the concept of content marketing. Information can be presented in a variety of forms. Including news, videos, reports, e-books, infographics, case studies, user guides, articles, photos, apps and more.

“The clear aim is to publish these and distribute them through different channels to attract customers.”

There are many definitions of what content marketing is. The meaning of the term depends largely on the purpose and context. One of the most widely used definitions is that it is a generic term for marketing methods in which content is created and shared in order to attract and retain the attention of a well-defined and known group of potential customers, and thereby achieve profitable customer interactions .

The idea behind content marketing is that by providing high quality, relevant and valuable information to the target market, business results are achieved. This strategy retains and increases readership and improves brand loyalty – “consistently deliver high quality content that solves people’s problems”.

Content marketing is part of the online marketing strategy, the most fundamental part of which is copywriting. Content marketing is the creation of valuable and relevant content. It is created with the aim of attracting and retaining the attention of a well-defined target audience and then converting that attention into profitable customer interactions.

It is one of the most cost-effective marketing communication approaches today. It allows the marketer a degree of independence from the press. By using it, the information about your person, company, products or services that reaches potential customers is entirely at the discretion of others.

It creates content that potential customers and buyers find interesting. It addresses their desires, needs and interests, so it attracts attention without directly promoting the product, service or company. In practice, content marketing is not only used directly to increase purchases. 

Companies:

• 82 percent of respondents want to use it to increase the visibility of their company and brand
• 74 percent aim to reach interested parties (lead generation)
• 71 percent aim to acquire customers
• 68 percent aim to be opinion leaders in the market
• 64 percent would like to use it for two-way marketing communication and dialogue
• 57 percent would like to strengthen brand loyalty and customer loyalty, and the same number would prefer to increase their website traffic.
• 45 percent of companies focus on using content marketing specifically to increase sales