Content marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services. 
Content marketing involves creating and distributing content—text, pictures, multimedia— that adds value for your audience, instead of just broadcasting an advertising message. If you’re in B2C (business to consumer), ‘content’ can mean social media posts, blog articles and fun videos; if you’re in B2B (business to business), it might be more white papers or reports, webinars and educational videos.

The pros

  • It’s free in the sense that it’s about attracting customers to you and your brand instead of paying to push your message out to a cold audience
  • Content is incredibly versatile and can help you build your brand as you educate, entertain and inspire your audience; it’s what fuels all the other types of digital marketing, driving search engine optimization, social media, email, etc.

The cons

  • With everyone now waking up to the importance of content and pumping out blog posts, videos and whatever else, it’s a very cluttered space that makes it hard to stand out
  • To be effective, you need to come up with consistent, high-quality content that meets the needs of your customers while also representing your brand and achieving your business objectives