It’s definitely a topic you hear a lot about, but what does it actually mean? Years ago it consisted of custom publishing and customer magazines, but it’s taken on a whole new importance on digital channels.
Content builds relationships between publisher and reader. It fills an informational or entertainment need. And as a result, encourages more brand interactions. It is a social object; it gets shared quickly and easily if it is good. And increasingly, the interaction with content can be measured (influence, popularity etc) and linked to direct commercial advantage.
A content marketing definition
The creation and distribution of relevant and valuable content to attract and engage a defined target audience – with a clear commercial objective.