So just what is content marketing?
There are a lot of content marketing definitions out there; below are a few we like, which are relevant for B2B marketers.
Content marketing is the process of developing and sharing relevant, valuable, and engaging content to target audience with the goal of acquiring new customers or increasing business from existing customers.” Source: Amanda Maksymiw
This ‘formal’ definition from the Content Marketing Institute also hits the spot:
Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
A content marketing strategy can leverage all story channels (print, online, in-person, mobile, social, etc.), be employed at any and all stages of the buying process, from attention-oriented strategies to retention and loyalty strategies, and include multiple buying groups.
Content marketing is comparable to what media companies do as their core business, except that in place of paid content or sponsorship as a measure of success, brands define success by ultimately selling more products or services.
Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.” Source: CMI
