The Content Marketing Institute claims, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Content Marketing effectively adds value with a combination of tools that may include blogs, vlogs, emails, videos, and copy. A return on investment can be quite high if you can manage these elements on your own or in-house. But, it can also distract you from your best skills. You may choose to assign or contract some or all the work remembering that this material will move through your social networks with viral energy.