According to Wikipedia Content Marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action.
Basically is this: it´s a way to attract potential customers in a less intrusive way. You get leads not by placing your banners in every website. Instead you create valueable and interesting content and people thar are really interested will download your companies whitepaper, ebook, pdf…whatever.
I personally like this new way of marketing products and services. There is nothing more annoying that getting a call of a sales guy that wants to sell you something, or those emails you never asked for offering discounts and special prices for a product you don´t even want to buy.
But it has to be not just any content, but valuable information uniquely tailored to speak the language of your intended audience, while simultaneously addressing the problems and desires that this audience expresses.
Content must answer their questions, alleviate their fears, encourage their desires, but most of all … it must inspire and challenge them to transform their lives away from the ordinary to the new experience that your solution provides.
Your initial goal should be to create audience-focused content as if social media and search engines don’t exist.
Effective social media marketing amounts to content distribution. Luckily, that’s what he data shows social networks revolve around.
People want content. Sharing content has become one important aspect of social media status, and content curation has made select editorial voices into powerful conduits.
Social sharing provides some direct signals to Google that indicate your content is high quality but more than that, social media provides networked word-of-mouth cheap publicity.
So you create content that the people you’re seeking to reach love. Those people prove it by sharing it on social networks and linking to it from their own blogs and content sites.
Google picks up on those signals, and understands that you’ve created something that more of “the right people” might want to find when searching.
No matter how much people love your content, and provide natural signals to indicate that love, it’s up to you to gently tweak your content so that Google knows exactly who the right people are that need to find that content.
The entire content marketing process is what SEO has become. The good news is, higher search engine rankings are just one of the benefits of an integrated content
Source: Content Plus