Content marketing is a way to increase brand awareness with the use of storytelling and information sharing. The ultimate goal is to have the reader take an action, such as requesting more information, signing up for an email list, or making a purchase. Content can be blog posts, resources like white papers and e-books, digital videos, podcasts, and much more. In general, it should provide value to consumers and not just advertise the brand or try to make a sale. Content marketing is about building a sustainable trusting relationship with your customers that can lead to many sales over time.
Content marketing creates trust, which can lead to sales. Content is shared over social media and in email publications, as well as with search engine optimization.