Content marketing is an approach to gaining and retaining customers by providing valuable and relevant information to the consumer rather than directly selling a brand’s product or service. In many cases, this information is about the brand’s product or services, but it may also be more general information related to the values of the brand and the lifestyles or needs of the customer. Marketing through display advertising, radio and television spots, or direct mail has become more challenging as audiences splinter across platforms or devise and take advantage of ways to bypass or completely ignore such traditional methods. Content marketing, meanwhile, strategically targets tailored information that can be helpful and more credible to the consumer, while still serving the brand by holding the consumer’s attention, ...

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