Content Marketing is the creation and distribution of content for the purposes of connecting with potential customers, and engaging with current customers. The term Content encompasses an variety of media including articles, videos, podcasts, webinars, newsletters, photos, infographics, and more.
Content Marketing has several key advantages. It has the potential to generate free (aka "organic") traffic from the search engines. By creating content around subjects that are of interest to your client base, the traffic that this content brings to your properties is pre-qualified as being in the market for your offering. Quality content establishes your company as an expert in your space, and keeps you top-of-mind with your prospects, relative to your competitors. By providing value in your content, you are also establishing goodwill with your prospects.
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