What Is Content Marketing?

Content marketing is a strategic approach to creating and distributing useful, relevant content for a defined audience with the goal of supporting business and customer outcomes.

Start With Audience Problems

Strong content begins with questions, problems and goals that matter to the intended audience. Search queries, customer conversations, sales questions and support requests can reveal useful topics.

Popular Content Formats

• Blog articles and guides
• How-to tutorials
• Case studies
• Videos and short-form video
• Infographics and visual explainers
• Checklists and templates
• Email newsletters

The Content Funnel

Top-of-funnel content can help people discover a brand. Mid-funnel content can educate and build consideration. Bottom-funnel content can help prospects evaluate an offer and take action. Not every piece needs to sell directly.

Content Distribution

Publishing is only one step. Content can be distributed through search, social media, email, communities and other relevant channels. Distribution should match where the audience actually spends attention.

Measure Content Performance

Depending on the objective, measurement can include organic traffic, engagement, returning visitors, downloads, leads, assisted conversions and revenue. Evaluate content against its intended role.