We are independent & ad-supported. We may earn a commission for purchases made through our links.
Advertiser Disclosure
Our website is an independent, advertising-supported platform. We provide our content free of charge to our readers, and to keep it that way, we rely on revenue generated through advertisements and affiliate partnerships. This means that when you click on certain links on our site and make a purchase, we may earn a commission. Learn more.
How We Make Money
We sustain our operations through affiliate commissions and advertising. If you click on an affiliate link and make a purchase, we may receive a commission from the merchant at no additional cost to you. We also display advertisements on our website, which help generate revenue to support our work and keep our content free for readers. Our editorial team operates independently of our advertising and affiliate partnerships to ensure that our content remains unbiased and focused on providing you with the best information and recommendations based on thorough research and honest evaluations. To remain transparent, we’ve provided a list of our current affiliate partners here.
Business

Our Promise to you

Founded in 2002, our company has been a trusted resource for readers seeking informative and engaging content. Our dedication to quality remains unwavering—and will never change. We follow a strict editorial policy, ensuring that our content is authored by highly qualified professionals and edited by subject matter experts. This guarantees that everything we publish is objective, accurate, and trustworthy.

Over the years, we've refined our approach to cover a wide range of topics, providing readers with reliable and practical advice to enhance their knowledge and skills. That's why millions of readers turn to us each year. Join us in celebrating the joy of learning, guided by standards you can trust.

What is Content Marketing?

By Sheri Cyprus
Updated: May 17, 2024
Views: 3,497
Share

Content marketing is the use of informative written or spoken material to capture the attention of readers. It may be accomplished through print or online newsletters, digital content, video portals and in-person roadshows, to name just some of the many options. Direct product promotion is never the role of proper content marketing; rather, advertisers communicate useful information and helpful advice in their area of expertise to inspire consumer trust as well as motivate brand loyalty.

For example, a company that makes insoles for footwear is likely to publish content on foot care. While their products would certainly be mentioned somewhere in the marketing content, it wouldn't be like a direct mail piece in which the focus is to sell the product aggressively. Both direct mail and content marketing persuade, but in different ways. Direct marketing compels the target market to take a certain action, such as to place an order, while the informative content method persuades consumers to trust the brand as an industry authority. It also gives prospective customers information on how the company's products can fit into their overall lifestyle.

For instance, using the shoe insole company example above, an instructional video on foot care, sponsored by the firm, could be an effective type of content marketing. The video could show how to buy properly fitting shoes as well as demonstrate the correct use of insoles in footwear. This kind of helpful, free information can give people a positive view of the company as a helpful leader in its field while at the same time creating an environment that gently encourages, rather than outright promotes, product sales. Consumers today want to be informed so they can make intelligent buying decisions.

Consumer media and custom publishing are other names for content marketing. Using informative content as a means of helping to market products can be done effectively by a one person business or a huge corporation. Something as simple as creating an online newsletter that customers opt to receive in a monthly email keeps the business name in the consumer's mind as well as provides helpful information.

Larger companies may add more involved content communications, such as implementing in-person roadshows at malls and shopping centers. An example of this would be a cleaning product company accepting people's silverware or other items to clean during the roadshow demonstration while giving tips on how to apply their products. In order to keep the focus on helpful marketing content, rather than a direct sales push, the demonstrator is likely to pepper his or her communications to the audience with an assortment of household tips that don't directly apply to the company's products.

Share
WiseGeek is dedicated to providing accurate and trustworthy information. We carefully select reputable sources and employ a rigorous fact-checking process to maintain the highest standards. To learn more about our commitment to accuracy, read our editorial process.

Editors' Picks

Discussion Comments
Share
https://www.wisegeek.net/what-is-content-marketing.htm
Copy this link
WiseGeek, in your inbox

Our latest articles, guides, and more, delivered daily.

WiseGeek, in your inbox

Our latest articles, guides, and more, delivered daily.