Content marketing is an activity aimed at acquiring new Clients and at building lasting relations with them, by means of an interesting, valuable content. It is a long-term activity, engaging a specified group of recipients and targeted at arousing their interest of brand or company.
These actions are usually undertaken on the internet. They can, however, exceed its area and develop into trade articles, leaflets, handbook, etc. It is, in a way, a conversation with the target group, for which the company or the brand publishes valuable texts and tips, responding to their needs.
The expected effects of content marketing are viral activities and optimisation of the Client’s website for search engines. Viral activities usually result from willingness to share valuable content on social media or forums. The website optimisation, on the other hand, refers to the presence of considerable amount of some unique content related to company’s field of operation.
The most frequently applied tools of content marketing are: blogs, newsletters, online handbooks and a unique website, with a regularly updated content.