CMI defines content marketing as “… a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” In layman’s terms, this translates to anything you create and publish for public consumption with the aim of drumming up business.
Content creation addresses the message and the best format to communicate that message:
Content distribution determines how the content is going to reach the target audience:
Why does content marketing work?
Content marketing works because it gives the recipient something of value, such as information or entertainment, all while elevating your business’ visibility and credibility as the provider of the value. It allows you to reach as broad or narrow a range of targets as you desire. It creates associations between businesses and consumers and creates a positive and enriching connection.