4 con . tent “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.” There are two words in this definition that are important to note: valuable and relevant. The word “valuable” refocuses this definition from one that could describe almost any form of advertising or marketing to something the target audience finds interesting. You can tell if a piece of content is the type that should be part of a content marketing campaign if people seek it out, if people want to consume it, if people want to share it and especially if people act on it. The word “relevant” is especially important, as it’s really the gold standard for effectiveness. If content isn't relevant, no one really cares. It's just noise. The Content Marketing Institute, an online resource for information on all things content marketing related, defines content marketing as: Content Marketing
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