Content marketing is an online marketing strategy that helps companies attract and engage customers by publishing content specific to their interests and needs—e.g., blogs, articles, videos, social media posts, infographics and white papers.
This content is posted or shared on the web, through social media or via a content syndication platform (an online service that pushes content to different sites). Companies use content to raise their profile among potential customers and demonstrate expertise and leadership in their field, which also helps maintain the loyalty of existing customers.
By regularly publishing content, a company can become a trusted source of information so that when it is time for customers to make a buying decision, they think of that company first.
Importantly, the content created for content marketing should not be overly promotional. It focuses on delivering information of value to readers, not on advertising products or services to them.
More about content marketing
Many companies use editorial calendars to help them organize their ideas, publish new content regularly and have a high-level view of the messages they are putting out.