Content marketing is the practice of creating and promoting content (blog posts, guides, visuals, videos, free tools, quizzes, email newsletters, and almost anything that can be consumed) to earn traffic, brand awareness, trust, and hopefully, eventually, conversions from your audience.
If you share a blog article on social media with the intention of getting people to read, learn something and remember the brand that produced it – that’s content marketing. If you spend time researching and crafting a customised product description, you are content marketing to help sell the product.
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That said, if you are a startup, I would highly recommend using content marketing as the way to build your “owned” audience. An owned audience is one that has provided you with permission (i.e. opted in) to receive your emails. While Twitter followers or Facebook fans are useful, there is no substitute for having information about – and permission to contact – your audience.
Watch the whole video of the Webinar below.