a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
A strong strategy needs to map to what the audience is looking for no matter where they are in the sales funnel. They’re spending more time researching before they reach out to buy, and brands can provide the answers they need through content. Informative content like blog posts and infographics do wonders for early-stage brand awareness. When prospects are getting ready to make a purchase, they’ll want more immersive collateral such as white papers, eBooks or product videos. Providing these resources sets brands apart from the competition
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