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Thanks to Google’s latest algorithm update, content truly is “king”. Yahoo just brought Katie Couric on board to bolster its editorial strategy, content marketing startup NewsCred just raised (another) $25 million in startup funds, and BuzzFeed seems to be taking over the world (or at the very least your social media feeds). But this content explosion does not guarantee quality. In fact, in the rush to jump on the content marketing bandwagon, many SMB companies are publishing subpar content that’s doing their companies more harm than good.
Content marketing is how you attract buyers to your message and bring them to your company, rather than paying to reach them through traditional media advertisements. At its very core, content marketing is any format that involves the creation and sharing of media and publishing content in order to acquire customers, and may include everything from thought leadership to branded content.