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Despite the new lay of the land, e-commerce businesses can create content marketing strategies that cut through the noise and help push prospects down sales funnels.

Content marketing gets three times more leads than paid search advertising, according to the Content Marketing Institute (CMI). It costs 62 percent less than traditional marketing, Demand Metric has found.

That's impressive, but can you confidently say you fully understand how it works?

Defining the Term

CMI defines "content marketing" as a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content, in order to attract and retain a clearly defined audience and, ultimately, drive profitable customer action.

I like to boil it down to communicating the right message, to the right audience, on the right channels, at the right time. If you follow this approach, your content efforts will reach your desired audience, and the information you push out will be timely, topical, and of high value. That in turn will position your business as trustworthy, insightful and authoritative. Like, Follow & Comment


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