Content marketing has gained popularity among businesses in recent years as a 'win-win' approach to gaining customers and credibility by providing informative, educational and sometimes entertaining information, using a variety of methods including infographics, videos, articles and ebooks.
Unlike traditional marketing which has a primary focus on selling, content marketing is based on creation, communication and sharing, with the aim of building awareness and loyalty.
With modern consumers wise and resistant to the tricks and tactics of advertisers, new thinking was needed to encourage people to engage with brands without feeling 'sold to' and under pressure to buy. This is where content marketing's subtlety is winning.
Apart from increasing sales, content marketing can be used as a great way to build a reputation, as you can see in the illustration below.
Thoughts on customer service, communication and, of course, reputation management.