Content Marketing – What, Why and How?

What is content marketing?

In today’s digital era, marketers are continuously looking for more cost-effective ways of targeting specific consumers, generating new leads and converting them into customers. This has given rise to new digital platforms that have enabled an easier and cheaper way of communicating with the end consumer. Social media sites such as Twitter, Instagram and LinkedIn provide a unique opportunity for businesses to distribute content with their network and beyond, and engage potential consumers. Essentially, this is content marketing – “the process that involves the creation and sharing of online material that does not explicitly promote a brand”.

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