Content marketing
Content marketing is a form of marketing that focuses on marketing specially created content. Examples include news articles, white papers, e-books, how-to's, online video and blogs. The goal is to capture the interest of the audience reached from the value of the editorial content and thus ultimately generate conversion.
Content marketing also takes place offline. Consider newspapers and magazines that offer information and exploit it through subscriptions, single sales and advertisements.
Content marketing in traditional businesses
Content marketing is a marketing strategy that can be used by almost any organization. Sharing valuable content on the Internet is a way to be found in better search engines and build authority within one's field. Many organizations that want to publish online content on a regular basis work with tools such as a content calendar to do so.
Content with the right keywords creates new opportunities to be found. Also, this editorial content can work well as linkbait to improve search engine rankings. In addition, it can also help attract more visitors to websites in other ways, such as thanks to sharing via social media. Finally, added content helps increase visitor interest and trust.
By the way, there are also many examples of content marketing independent of the Internet. Consider the Michelin Guide, a restaurant guide published by tire manufacturer Michelin.
Content marketing as a business model
Content marketing can be a tactic to generate awareness for existing business activities, but it can also be a business model in itself when published content is used to promote the products and services of third parties.
For example, many informative websites derive their livelihood from the advertisements they place with the content read by their visitors. They earn their money from the advertisers who see in these websites an interesting means of reaching their target audience.
