Content marketing

Content marketing is the practice of publishing material that addresses an audience's questions or interests and connects that work to a business goal.

A repair workshop might publish a chair-inspection checklist. A software company might make a demonstration using example data. The reader can assess the task and encounter the business's approach at the same time.

Collect questions from the people you want to reach, choose which ones you can answer, and publish where those people look for information. Keep the explanation and any claims current.

Measure actions that relate to the piece's purpose: visits from the intended audience, completed demonstrations, return visits, subscriptions, or enquiries. A page view records one interaction; it does not establish that someone will become a customer.