What does Content Marketing actually mean for a business?
by Ingrida Andrijauskaite
Content marketing has recently become bigger than ever. Most companies are beginning to focus on the creation and publication of content for marketing purposes, with the objective of selling an idea rather than just a product or service. Due to this, marketing budgets are being actively reallocated in order to gain the best content marketing efforts for brand communications.
What is the Content Marketing?
In order to understand what content marketing truly means for a business, we should become familiar with the meaning of this term. The Content Marketing Institute from United States outlines that content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content. The main goal of this marketing mode is to attract and acquire a clearly defined audience, which means the objective of driving profitable customer action. 
Furthermore, content marketing is known as the creation and sharing of content for the purpose of promoting a product or service. The majority of marketing professionals are emphasizing that content plays an important role in B2B marketing strategies. Marketing professionals hold an opinion that businesses should deliver consistent and on-going valuable information to customers and highlight their responsible practices through content marketing. This can help long-term customer engagement and loyalty.
Content marketing can also contributes to an increase in sales, through quality content that allows customers to better understand the added value of a company’s service or product. This could help your company win a significant and appreciable position in the advertising & branding industry.
How does the machine that drives Content Marketing work?
Creating the right message for the right time is the key element to excellent content marketing. A content marketing strategy starts to gain form when you begin to define the viewpoint and characteristics of buyers, and also determine the main questions which customers ask during buying process. After this, marketers and business stakeholders can decide which types of content marketing strategy are more suitable for communicating their brand to the public. Will you use infographics for your content marketing? Or perhaps blogs or video campaigns, or others?
Content marketing distinguishes three main types of content text for promoting your brand: images, videos and infographics. The content text of a content marketing strategy can be used for describing the company’s services or other company information. For this purpose images can be used to illustrate the location of the company’s offices or organizational structure.
However, videos are more suitable if you want to show an interesting movie of company’s experience and values, or present the value of your product and service, and its benefit to your customers. Infographics can be used as a graphic visual representations of a company’s information. Also, it can be used to present the growth achievements of a company’s business.
Why content marketing is beneficial for small business?
This is no secret: most small business do not have a large enough budget for more traditional advertising tools such as spots on national TV or large print campaigns. Content marketing campaigns can be executed through social media networks, company websites, blog etc. and therefore are an easier and less expensive tool for promoting your brand.
Most B2B small business marketers and stakeholders are using more actively social media content tactics rather than blogs or podcasting, because they believe it do be more effective. This also demonstrates that social media is currently one of the most popular content marketing tactics, being that social media provides your business with the power to engage your target audience and improve brand awareness.
In conclusion, content marketing helps you to sell your brand products or services through the right way, as well as avoid wasting time, financial sources and marketing efforts. This marketing strategy can provide your business with the best solution for presenting content-driven experiences, which are exciting and useful to your customers, and increases the understanding of your brand.
If you need an inspiration, listen to the speech of producer Kevin Spacey about the Storytelling in the Content Marketing:
 About Content Marketing more here: http://contentmarketinginstitute.com/what-is-content-marketing/