The Content Marketing Institute defines content marketing as:
… a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Their definition is solid in my opinion. But it could use some clarity.
It means that content marketing is a long-term strategy that focuses on building a strong relationship with your target audience by giving them high-quality content that is very relevant to them on a consistent basis.
Eventually, when customers make a purchase decision, their loyalty already lies with you. They will purchase your product and prefer it over competitors’ options.
In contrast to one-off advertising, content marketing shows that you actually care about your customers.
Today, more than ever before, people want to feel like you care about them. The world is louder and noisier than ever before, and attention is our most valuable resource.
Keep that in mind as we take a look at some of the different types of content marketing.