Tech moves fast! Stay ahead of the curve with Techopedia!
Join nearly 200,000 subscribers who receive actionable tech insights from Techopedia.
Content marketing is the use of digital or print content to drive audience engagement. Experts may describe content marketing as the creation and sharing of media for the purposes of marketing. Some of the most common forms of content including online blog posts, white papers, e-books or shorter pieces that can be embedded in Facebook or Twitter posts or posted on other social media platforms.
The philosophy of content marketing posits that today's modern customer has gotten tired of traditional marketing that is separate from the “content” of a core message. The theory is that consumers are ignoring more and more of the traditional advertising messages that interrupt the use of their favorite media, whether it be television, radio, newspapers and print, or online sites. With content marketing, much of the marketing campaign moves from things like banner ads and radio spots to organic writing that is located in the media that the consumers are using. A great amount of content marketing is done online, where companies create long-form journalism or other organic writing and put it on websites, on blogs, in PDFs or elsewhere that a customer can access it.
One idea that has gone along with content marketing is thought leadership. The idea is that instead of creating a marketing website and stuffing it with keywords to boost Google page ranks, companies can post meaningful content that gives people guidance in a particular field or industry. That is something that people can generally use, but it also attracts them to a site and gets them to stay there for the purposes of marketing and conversion.