1. What Is Content Marketing, Anyway?

“Your customers have chosen the moment—all you have to do is be ready.”

Have you ever picked up a company’s brochure or flyer? Watched an infomercial or a shopping channel on television? Ordered a product DVD explaining the benefits of a new mattress or a vacation destination? Leafed through a company newsletter? Read the little comic strip in a packet of Bazooka bubble gum?

All these are a few (but by no means an exhaustive list) of the ways companies use content to market their products and services to customers and to prospective buyers.

Content marketing, in other words, is nothing new. Companies having been creating and distributing content for many years, both to attract new business and to retain existing ...

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