eBooks

2 Behind the Scenes of Content Marketing In essence, content marketing em- powers brands to become content publishers and to raise their brand profile and generate leads through their content and content distribu- tion channels. Content marketing is rising in importance as companies are expected to increase their interactive marketing spend from $49.6 billion in 2013 to $76.6 billion in 2016. Blogs, videos, whitepapers, guides, infographics, and webinars are some of the most popular ways that content marketers are creating and distributing content today. At its core, content marketing isn't meant to be a sales-pitch or a short-term tactical ap- proach – in fact, it's quite the opposite. Content marketing is about position- ing your brand as an industry expert and thought leader – one whose opin- ions and perspectives your audience values and learns from. Through good content, companies can increase their brand awareness while also driving qualified leads to their products or services: essentially, if you're doing content marketing right, the people reading your content are the people that are most likely to use your solu- tion and become a paying customer. All of this being said, content mar- keting is no easy feat. It takes a lot of time, resources, and dedication, to de- velop and execute an effective content marketing strategy. This whitepaper will explore the key facets of content marketing that are imperative for both novice and experienced marketers.

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