The term content marketing refers to a marketing or business process as part of a communication strategy that creates relevant and valuable content targeted to a specific audience. The goal is to attract potential customers through this content and to generate profitable actions.
A content marketing strategy can be used selectively, for example, to attract new customers, to improve / modify the image of the company or to increase the awareness of a brand, a product or a person.
Content Marketing is used among other things in the following measures:
- Offline and online PR
- E-mail or newsletter marketing
- Social Media Marketing
- Search Engine optimization
- Inbound Marketing
- Lead generation
Unlike advertising, in this form of online marketing, no advertising information is used to increase awareness of the desired audience. Rather, the goal is to provide the customer with added value by providing high-quality and informative content.
The coinage of the term can be attributed in particular to Joe Pulizzi. He founded the Content Marketing Institute, which produced the Content Marketing Magazine, the Content Marketing World Trade Show, books and a document on the history of content marketing.
Forms of content marketing include:
- advice columns
- blog posts
- Surveys / Studies
- White Paper