Content Strategy & Development

Today's digital specialties are fragmented and it's not uncommon to come across multiple terms used to describe the same concept. Content marketing is a good example.

What is Content Marketing?

Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive action.

Each piece of marketing content (e.g., whitepaper, video, newsletter, webinar, blog post, presentation, etc.) becomes an asset that can be used to educate and generate interest for your products or services.

Content marketing is the original inbound marketing, and it is all about attracting prospective clients to your organization through an integrated combination of activities: strategy, writing, search engine optimization, blogging, video streaming, social media promotion and other avenues, including some of the tried-and-true traditional marketing and PR activities. The goal is to engage with your customers by providing them with information (or content) they need and want as they work their way through the awareness and research phases of their journey—and well before they reach any decision point. In the marketing world, we refer to this as “lead nurturing.” In Vermont, we tend to call it "building relationships."