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Content Marketing Fundamentals
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Quote:Content marketing is the process of using content to connect with and sell to a defined target audience. Content itself can come in many different forms, including articles, videos, and images. With that in mind, the content you give your audience needs to always offer consistent value and be delivered in a strategic manner.

One example of content marketing we can look at is Shopify. The B2B e-commerce company boasts a blog that is updated with new posts almost daily. The content on Shopify’s blog is generally a blend of educational pieces, thought leadership pieces, and company news. Shopify also has a YouTube channel that offers video content with everything from straightforward software tutorials to creative testimonials that highlight business blunders.

The substance Shopify covers through its content shows that the company is speaking to an audience of business owners. The content Shopify creates reflects what business owners care about and is delivered regularly, so those audience members become invested in the content and, as a result, the company as a whole. People start to pay closer attention to what the company is saying about business and look to them as industry experts on the topic. That’s the power of content marketing.



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