Content Marketing

The strategic provision of valuable, relevant, and engaging content on social media platforms, designed to attract, inform, and entertain a defined audience, and to retain that audience with the ultimate goal of driving profitable customer actions or reaching certain business objectives such as generating awareness, leads, engagement, or loyalty around a brand. Content marketing is focused on delivering material that resonates with the audience in ways that seem personalized, but with a crucial difference: the messages have been created by a brand and for a brand. Content marketing on social media serves many masters and wears many hats, because social media platforms dictate what kinds of content are accessible and in what manner they can be shared. In addition, different types of content naturally have different purposes. Some are meant to build a following and others to activate a following; some might entertain while others inform; some are native to a platform while others are repurposed from different contexts.