What are the basics of content marketing?

For solopreneurs and small business owners creating content on a regular basis is hard, expensive and time consuming.

In my experience, not all businesses need to create lots of content on a regular basis.

From a 30,000 foot view, it's important that marketers and small business owners first have a conversation with their customers. 

Sure, you can and should conduct keyword research, competitive analysis, yada, yada...

But for this exercise you'll need to talk to your prospects and customers. Ask them what kind of content they want.