Definition
Creating and distributing valuable content — articles, videos, guides — to attract and retain a defined audience and drive profitable action. Long-game discipline; rewards consistency.
Why it matters
Content marketing is how a business earns attention by being useful instead of by buying every impression, which is why it compounds: an article or guide can keep drawing in customers long after you publish it. It's a fit when your customers research before they buy and you can answer the questions they're already asking. The hard part is that it rewards consistency over time, so it's the first thing owners abandon when they're busy, and a few scattered posts rarely move anything.