18% of marketers say that content marketing has the greatest commercial impact on their business of any channel in 2016.
Content marketing is the process of creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and drive profitable customer action.
Unlike paid advertising, content marketing focuses more on long-term results. The initial payoff tends to be low, but the long-term, sustainable growth in visitors, leads, and customers can single-handedly carry a business.
Content marketing is not easy, however, and requires every element to be done right:
Optimised for SEO
Optimised for readers
Consistent content creation & promotion
Content is not limited to blog posts. It includes videos, podcasts, online courses, and a host of other mediums in which people consume information.
If you are considering this strategy for your own business, make sure you have the time and capital needed to get going with no initial ROI, and then DO YOUR HOMEWORK. Too many businesses these days are just wasting resources creating mediocre content with no payoff, now or ever.
Be involved in your community and share your expertise with your groups
Getting Started With Content Marketing by Content Marketing Institute
Why You Need a Growth Model For Your Blog (And How to Create One) by Devesh Khanal