Content marketing involves creating and sharing valuable, relevant content to attract, engage, and nurture a clearly defined audience in order to build awareness, trust, and drive business growth. Rather than outward sales pitches, content marketing aims to subtly speak to the needs and interests of ideal buyers.
Content types may span written formats like blogs, ebooks and whitepapers to videos, podcasts, and more. The focus is on delivering a steady stream of high-value information versus hard selling. Done well, content marketing generates more qualified sales leads and sets up sales teams for success through nurtured relationships.