Content marketing means attracting and transforming prospects into customers by creating and sharing valuable free content. The purpose of content marketing is to help companies create sustainable brand loyalty and provide valuable information to consumers, as well as create a willingness to purchase products from the company in the future. This relatively new form of marketing does not involve direct sales. Instead, it builds trust and rapport with the audience.

Unlike other forms of online marketing, content marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for a new need. As James O’Brien of Contently wrote on Mashable, “The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story.”For content marketing, continuous delivery of large amounts of content is required, preferably within a content marketing strategy.

When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer’s need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc. Most of these formats belong to the digital channel.

Digital content marketing is a management process that uses digital products through different electronic channels to identify, forecast and satisfy the content requirements of a particular audience. It must be consistently updated and added to in order to influence the behavior of customers.

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About Chaitanya Dhareshwar

Chaitanya Dhareshwar, a Technocrat | CIO.

Member of various key technology and management organizations (IETF, ISOC, CSI)
with 14 years of technology management & advisory experience
has transformed companies from "stone age" to "space age". I build high-scale, self-sustaining, self-service platforms. Passionate about technology, innovation and creating killer opportunities that only great tech can bring. I've led teams from 5 - 150 people, and am hands-on with all forms of technology.

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