The average American is exposed to 4,000 to 10,000 digital ads daily, and they end up completely ignoring the ones that don’t resonate with them. 

As a company, you should find ways to create valuable content for your audience, stand out against the competition, and stay consistent in your communications. Content marketing can help you achieve these goals. 

What Is Content Marketing?

Content marketing is a marketing approach focused on creating valuable online materials such as blogs and videos that stimulate interest in a company’s products or services. The materials’ primary purposes are to attract people to a company’s site and make them act favorably on the marketer’s interests (i.e. purchase something, click through the site, etc).

Valuable, interesting content is what will set you apart from the 10,000 other ads that your audience sees every day. It will attract new clients, encourage viewers to share your posts, and generate potential leads. 

For example, Dove released a Youtube video that brings together a group of women. It asks each person to have an individual session with a forensic composite artist. 

Each woman describes herself, and the artist sketches her based on the information she provides. They don’t see each other in this part of the video. The women then mingle with another guest. Each of them has another session with the artist, and each woman needs to describe the person she talked to in that session.

The artist shows the finished sketches to the women. He based the illustrations on how the women described themselves and how other people described them. The results are surprising. In all of them, women demonstrated that they are more critical of themselves than towards others. 

The video ends with the line, “You