Product management glosary

Content marketing

What is Content Marketing?

Content marketing is a strategic marketing approach that involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and ultimately drive profitable customer action. It is a way of providing information to potential customers that they find useful and interesting, rather than simply trying to sell them a product or service.

Why is Content Marketing Important?

Content marketing is important because it helps businesses build relationships with their customers by providing them with valuable information. By creating content that is relevant and useful to their target audience, businesses can establish themselves as experts in their field and build trust with potential customers. This can lead to increased brand awareness, customer loyalty, and ultimately, sales.

Types of Content Marketing

There are many different types of content marketing, including:

  • Blog posts
  • Infographics
  • Whitepapers
  • Case studies
  • Webinars
  • Podcasts
  • Social media posts
  • Email newsletters

Each type of content marketing has its own strengths and weaknesses, and businesses should choose the types that are most effective for their target audience and marketing goals.

Creating a Content Marketing Strategy

Creating a content marketing strategy involves identifying your target audience, determining the types of content that will be most effective for that audience, and developing a plan for creating and distributing that content. It is important to measure the success of your content marketing efforts and adjust your strategy as needed to ensure that you are achieving your marketing goals.


Content marketing is a powerful tool for businesses looking to build relationships with their customers and drive profitable customer action. By creating valuable and relevant content, businesses can establish themselves as experts in their field and build trust with potential customers. With a well-planned content marketing strategy, businesses can achieve their marketing goals and grow their customer base.