This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers.
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The channels that can play a part in your content marketing strategy include:
- Blog posts: Writing and publishing articles on a company blog helps you demonstrate your industry expertise and generates organic search traffic for your business. This ultimately gives you more opportunities to convert website visitors into leads for your sales team.
- Ebooks and whitepapers: Ebooks, whitepapers, and similar long-form content helps further educate website visitors. It also allows you to exchange content for a reader’s contact information, generating leads for your company and moving people through the buyer’s journey.
- Infographics: Sometimes, readers want you to show, not tell. Infographics are a form of visual content that helps website visitors visualize a concept you want to help them learn.
- Audio or visual content: Television and radio are popular channels for digital marketing. Creating content that can be shared online as a video or heard on the radio by listeners can greatly broaden your potential audience.