Term
Content marketing
Content marketing uses helpful articles, videos, emails, and other content to attract an audience and build customer relationships.
What it means
It starts with what your audience needs to know and connects those needs to your business. Content can help people discover a problem, compare possible solutions, make a buying decision, or get more value from something they have already bought.
Example
A garden center publishes a seasonal planting guide, shares it with email subscribers, and links to the plants and supplies mentioned in the guide.
Keep in mind
Publishing is only part of the work. Content needs a clear audience, a way to reach that audience, and a purpose you can measure, such as inquiries or repeat purchases.