Content marketing is the creation and sharing of content in order to engage current and potential customers, thereby building trust with the audience. The role of content marketing important, the content is not about you or your organization – it’s about the audience. True content marketing delivers value to that audience. It provides information that helps people do their jobs better or live their lives better. When you provide high quality, relevant and valuable information, you educate.

Content informs. It expresses an opinion, analyzes where an industry is headed, or presents new information that is newsworthy. Content marketing is not advertising, public relations, SEM, social media, although all of those channels can be used to market the content, they are typically more promotional, rather than informational.