Content marketing is an umbrella term covering a set of strategies, techniques and tactics to fulfill business and customer goals by using the most relevant content to serve, attract, convert, retain and engage customers in a trustworthy and valuable way.
It is used across the customer journey and customer life cycle but doesn’t start nor end with the customer in the strict sense. Internal customers are crucial in an integrated approach as well. Content marketing further serves several business functions in a consistent, integrated and continuous way. It looks at the customer from a connected and customer-centric perspective and takes into account the content requirements of anyone serving and engaging prospects and customers.
One of the goals of content marketing is to optimize business value and audience/customer value by providing and leveraging the right content across the right channels in the most timely, valuable, connected, personalized and optimized way across and beyond the customer/audience life cycle.
This online guide provides an overview of what content marketing is, where it comes from, why it matters, how to get started and resources to succeed.
Content marketing: what is it?
Content marketing is a marketing technique, covering a broad range of tactics and processes, whereby
Content marketing isn’t new. We’ ve been practicing it since far longer than the term existed, as did many others. Research shows that the majority of organizations use content marketing, in the sense of using content for any possible marketing or customer-facing role, regardless of content format, medium or channel.
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