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There’s nothing new about content marketing.

From collectable cigarette cards, to Michelin guides, to the origins of soap operas, brands have long seen the value in giving away information. Today, savvy content marketing can drive high quality traffic to your website, increase conversions and keep customers coming back for more.

What exactly is content marketing?

A short definition is: “the creation and sharing of valuable, engaging content in order to acquire and retain customers”.

In other words, content marketing is an inbound technique that focuses on the customer’s needs: the aim is to empower customers to make their own decisions with content that educates, inspires and entertains, rather than taking a pushy, interruptive, sales-orientated approach.

With our comprehensive compendium of content marketing, learn how to:

  • Use content to attract, convert and retain customers
  • Create high quality, relevant and shareable content assets
  • Learn the difference between owned, earned and paid media
  • Gain maximum impact and value by choosing the right promotional channels
  • Measure and evaluate your efforts

According to the Content Marketing Association, it’s now the single biggest channel in the marketing mix and an industry worth more than £4bn in the UK alone. It’s also cost effective: according to consultancy Demand Metric, content marketing generates about three times as many leads as traditional marketing and it costs 62% less.

This eBook explains how you can use content marketing effectively to reach customers and influence their choices, and ultimately grow your business.

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