I would like to introduce you to the Search Engine Journal 2015 Content Marketing Guide by Murray Newlands and myself—and it’s the bible of content marketing you’ve been waiting for! While “content marketing” has a bevy of definitions, I always define it as, “the strategic creation and sharing of online content to achieve specific marketing objectives and business goals.” This calls for highly effective communicating, networking, engaging, inspiration, and ultimately dishing up value.
You need to match your content to what your audience wants—or at least what will make them act in the way you’d like. It’s not an advertisement, though. At the heart of content marketing is engaging customers a la Business2 Community’s recommendations and fostering relationships.
Even though content marketing seems like a new buzzword, it’s not actually new. It is a re-imagining of traditional marketing tactics with “engagement” at the core.
