The term ‘content marketing’ has been gaining a lot of attention in the digital space. It refers to creating and leveraging unique content instead of renting space and time on external media for the purpose of marketing. Essentially it means earning eyeballs rather than purchasing them. The content in this case can take on forms like how-to guides, webinars, study findings, white papers, blogs, videos and images.
Although content marketing has been around for quite a while, it has started attracting increasing interest recently. There are many reasons behind this. These include increasing importance given by search engines to fresh and informative content, attention attracted by good content on social media, decreasing effectiveness of traditional advertising methods, user demand for quality information and the need to control user experience.
If you plan to take advantage of content marketing, you need to consider your objectives and create a content strategy. Make sure that you make the most of pre-existing assets. Unique content creation requires time, effort and resources, but good quality content has lasting benefits. If you or your company do not have the resources to create original, eye catching content, consider outsourcing writing to the professionals. Your end aim should be to provide maximum value to users.