Content marketing is about selling knowledge and expertise, gaining the trust of the audience through providing them with useful information based on the expertise of the company. Think about it as in-house journalism. Your company isn’t the story; it’s the source.
When creating a content strategy, take stock of your company and brand. What kind of expertise do you have in-house? What special knowledge does it take to create your product? What kind of business advice can you provide?
Create a profile of your target audience. Are there other demographics you can reach with this information who would be interested in your products or services? What kind of information would someone in these demographics be interested in? Put yourself in the audience’s shoes. Cater to what they want and need to know. Build your strategy from there.
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