Content marketing

Content marketing is the strategy of building an audience with material people consume voluntarily: articles, videos, podcasts, tools. The promise is attractive: earned attention instead of bought, and authority that compounds. The reality is a noise problem: nearly every competitor produces content, the vast majority is barely seen, and the cost of continuously good material is systematically underestimated. Content works where a brand genuinely has something to say that the audience wants, and where distribution is arranged; as a replacement for paid reach it is, for most brands, an expensive detour.

Covered in