Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Content is a powerful business asset that communicates valuable information to achieve business goals. Organizations need employees who understand how to deliver content that connects with consumers at various stages of the customer life cycle. By delivering meaningful content, content marketers help to educate or entertain the customer and contribute to a positive relationship between the customer and the organization.
Today’s job listings show a significant rise in the demand for employees who can act as strategists, creators, managers, marketers and analysts of content in an organization. The scope of these jobs and the skills needed to excel at them have become more clearly defined in recent years as companies figure out the role of content throughout their organizations. Skills such as analytical and creative thinking, planning, researching, organizing, writing, producing and conveying information are highly sought-after in these positions.
Examples of content marketing tools include infographics, podcasts, webpages, video books, whitepapers, courses and articles.