What is Content Marketing?
Have you ever searched for something and then clicked on a link only to look at a web page that did not give you any information? Has it happened to you that you read a page about a topic of interest and then decide that you still have not learned more?
This is exactly what you are trying to avoid with content marketing. I like the definition of content marketing by the Content Marketing Institute:
"Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action."
So instead of pitching your product and talking about the features and benefits, you create engaging content that is relevant and valuable for your clearly defined and understood target audience. You need to engages your customer's heart and mind to trigger their actions. Content marketing is relevant for all sizes of business, but particularly important for small companies because of their limited budget.