In Marketo’s latest B2B Marketing Cheat Sheet about Content Marketing, we cover the basics of content marketing. In a previous blog post we reviewed the three Rs of content marketing – reorganize, rewrite and retire. In this post, we will summarize the basics.

First off, how do you define content marketing? What is it?

Content marketing is the creation and sharing of content for the purpose of promoting a product or service. Though the focus of this content may not specifically be about your organization or its offerings, often assets created for the purpose of content marketing include a mix of problem-specific information and thought leadership.

Why Does My Company Need It?

Content is needed in many aspect of your day-to-day marketing. Below are the four top reasons your company needs content:

  1. Risk Mitigation – Content marketing develops trust by providing the buyer with information that will help them make right decision. This, in turn, allows them to reduce both organizational and personal risk.
  2. Lead Generation – Content is used to drive traffic to your website as well as capture leads through forms
  3. Lead Nurturing – As a lead develops, you must have content that educates and informs in order to develop a robust lead nurturing program
  4. Lead Scoring – Lead scoring should be based on how a prospect should be based on how a prospect interacts with the content on your website and through nurturing campaigns

To learn more, download the Content Marketing Cheat Sheet.