There is value in the consumers’ perception of a brand’s image, whether true or false. Thus, it’s every company’s task to maximize positive user experiences and minimize customer pain points online in today’s digitized world. One of the solutions to this challenge is content marketing.
According to the Content Marketing Institute, content marketing is defined 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.” With this approach, brands provide genuinely relevant and useful content to prospects and customers to help them solve their issues rather than directly pitching products or services.
Within content marketing’s definition, the word “valuable” must be emphasized. This quality is what sets content marketing apart from other forms of advertising. Content can be identified as part of a content marketing campaign if people seek it out and want to consume it instead of avoiding it.