Content marketing is 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. Basically, it’s an umbrella term covering a set of strategies, techniques and tactics to fulfil business and customer goals by using the most relevant content to serve, attract, convert, retain and engage customers.

Substantially, it is used across the customer journey and customer life cycle but doesn’t start nor end with the customer in the strict sense. As it further serves several business functions in a consistent, integrated and continuous way. It looks at the customer from a connected 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 optimise business value and audience/customer value providing and enabling the right content across the right channels in the timeliest, valuable, connected, personalised and optimised way across and beyond the customer/audience life cycle.

So what exactly is the purpose of Content marketing? Well, it’s basic purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing the consumer behaviour. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.

And to be more precise, it is the art of communicating with your customers and prospects without selling. So, yes it is a non-interruption kind of marketing. Instead of pitching your products or services directly, you deliver information about the product that inevitably makes your buyer more intelligent. The essence of this strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty. And which they definitely do.

Suffice to say, it revolves around experiences: customer experiences, brand experiences, user experiences, etc. Content is the glue and trigger of interaction in a customer-centric marketing by offering value to pre-defined groups of people. The content creates value for the customer in the broadest sense, in tune with brand and business objectives, and leading to value for the organisation.

And undoubtedly, there are no goals that can’t be reached using content be it brand awareness, lead generation, engagement, sales, lead nurturing, customer retention and loyalty, Customer evangelism, Up-selling and cross-selling.

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