What Is Content Marketing?
Our definition: A strategy for engaging your target market by publishing written and visual content they care about
Official definition: “The marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action” (Content Marketing Institute).
Origins: While the phrase wasn’t coined until the 1970s, the concept of content marketing goes back at least as far as 1895, when John Deere launched a successful customer magazine called The Furrow.
Content marketing is not:
Just blogging. Content marketing includes white papers, case studies, in-person events, webinars, eBooks, videos, articles, social media, and infographics.
Anything written. Text like web forms and online comments are not part of the strategic publication of content that your target market loves and needs.
Rare. The majority of marketers—76% in B2C and 88% in B2B—use content marketing. And that number is rising! About 50% of B2C companies in 2015 planned to increase their content marketing budget in 2016. Strategic content is fast becoming a staple of any marketing plan.