Content marketing is about attracting an audience through valuable content rather than direct selling. Blog posts, video, podcasts, and infographics each reach different audience segments. The "give before you ask" principle: offer valuable information first, then make an offer.
Content strategy: define buyer personas, create content for each stage of the buyer journey (awareness → consideration → decision). A combination of pillar content (deep material on a broad topic) and cluster content (shorter pieces on specific questions) benefits both SEO and users. Repurposing — creating a blog, video, infographic, and email from a single piece of content — is a highly efficient approach.
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