The goal of content marketing is to increase a brand’s authority and maximize exposure to targeted groups of prospects in a valuable way. Simply put, it is a way for your company to interact with prospects without selling.
Creating informative content pieces that are valuable to your target market will build trust. As you build trust and become viewed as an authority in your industry, prospects will want to connect with you and will “opt in” for more information and other value based offers.
Good content marketing can also encourage your highly engaged visitors to share your content, increasing your reach through the online equivalent of trusted word of mouth.