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Content marketing is the creation and distribution of digital marketing collateral with the goal of increasing brand awareness, improving search engine rankings and generating audience interest. Businesses use content marketing to nurture leads and enable sales by using site analytics, keyword research and targeted strategy recommendations.

Why is a content marketing strategy important?

Creating a strategy that’s suited to your specific business and target audience is how you stay true to your brand and make marketing materials as effective as possible. It’s important to evaluate every asset for the value it adds to the strategy as a whole, and then make adjustments as needed. A 360-degree content marketing strategy educates customers, nurtures prospects and closes sales.

B2C v B2B content marketing

Content marketing applications are industry-agnostic. Regardless of target market, geography, language or product, companies have to publicize their message and form a connection with customers.

Brief history of content marketing

Content marketing has been around for centuries; it just wasn’t referred to as “content marketing.”

Today, big brands dominate the web, and social media platforms have supplanted traditional advertising vehicles. It’s virtually impossible to succeed as a B2C or B2B enterprise without leveraging content marketing in its modern form.

What does a content marketing manager do?

A content marketing manager is the quarterback of your content marketing investments. They devise the strategy, support its execution, facilitate the publication and distribution of assets, measure performance metrics and report on analytics.

They are uniquely positioned to make a large impact on the success of your efforts and are tasked with turning the marketing team into its own revenue center.

The goal of every piece of content you create is to make a connection with a human reader, listener or viewer.