Broadly, content marketing is a term that describes a marketing strategy fueled by quality content. One of the primary benefits is building trust with your audience. Give them quality content, and they come to see you as a resource, not someone trying to sell them something.
Content Marketing Institute (a useful resource at contentmarketinginstitute.com) defines content marketing 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."
Content marketing is an ideal approach for publishers, as they have virtually unlimited content to pull from and reuse in marketing campaigns. And their customers, by the very nature of the business, are looking for quality information.
Examples of assets or tools you might use in a content marketing campaign:
- Case studies
- Social media
Examples of tactics you might use:
- Social media marketing
- Paid search
- Email campaigns