Content marketing is not what it used to be five years ago. It has gone from being simply creating and publishing content to a full-funnel business model.
Today, it is the kingpin of demand creation – the connection between brand awareness and lead generation. Any marketer, regardless of industry, can benefit from a content marketing initiative that’s able to bridge that gap. In a word, the goal is engagement.
If executed well, it builds familiarity and trust with customers by providing information that resonates within the target audience – in the right format, through the right platform, at the right time.
Just like any digital marketing strategy, content marketing is constantly evolving. To be effective, it must be pliable to shifts in demand, changes in customer behaviour and updates in search engines.
With these in mind, we share the best practices to focus on: