Broadly speaking, content marketing is any set of initiatives that use content to reach and generate leads among an audience — the more valuable and targeted the content, the more effective it is at generating inbound leads. What is valuable content? Anything that holds value in the eyes of the recipient.

If a piece of content helps them do their job, answers a difficult question for them or simply entertains them, it can be said to hold value. Companies that create and share valuable content bypass modern buyers’ sales defences and form positive relationships with them.

Buyers that consume valuable content develop respect and trust for the organisation producing it and will be more likely to make a purchase from them when the time comes.