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An exploration of the fundamentals of content marketing. In this video, you will learn what content marketing is, how it works, the balance between curated content and advertising, and the different types of content you can curate or create to attract, grow, and engage your following.

According to the Content Marketing Institute, content marketing is a technique for creating valuable content in order to attract, gain, and engage a clearly defined audience – with the purpose of driving customer action.

Whether in print or on the internet, high-quality content has proven to be a powerful way to engage with an audience and drive sales.
The first step in content creation is to understand your mission. There are many potential reasons to create content such as building brand awareness, increasing audience loyalty, or driving sales.

If the mission is clear, it is much easier to create content that has focus.

It is important to develop your writing skills or hire skilled writers to create your content. It should be seen as a craft, not as an afterthought or gimmick. Content should offer value and build meaningful, positive experiences for your audience.

Pay attention to content that you find interesting—or better yet, that made you take some action like signing up for an email list.

Examine the content to figure out what it was that worked for you. Do this on a regular basis and you’ll see your own content improve by leaps and bounds.

Content marketing experts advise that 70 percent of content should be curated (or valuable content) and 30 percent should be branded content. In other words, 70 percent of the content you write for content marketing purposes should be informative or entertaining and 30 percent should be promoting your products or services.

Get to know your customer and audience well. Your customers are who you are writing your content for. The better you understand your customer’s tastes, desires and interests, the better you will be at writing content that they’ll find interesting.

Content marketing is about more than just the written word. Images can be an important and valuable part of your content marketing strategy.

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