Home topics technology digital-blogs Digital PR Digital Content marketing isn’t a sales pitch, it’s about trust Jo Macdermott June 26, 2012 Unless you have been hiding in a cupboard for the last year or so, you’ll probably have heard of content marketing . But what exactly is content marketing, why’s everyone talking about it and how can it help your business? Here’s a look. What content marketing is: Content marketing can best be defined as the use of content, in most cases web content, by businesses to market and promote themselves. Content can be written, audio and visual. A business blog is a form of content marketing, as are whitepapers, eBooks, instructional videos and podcasts. Even photographic images can be a form of content marketing if they tell a story and engage the reader. The main purpose of content marketing is not to sell directly but to take a more subtle approach and help a business establish its credibility and connect with its audience. What content marketing is not: Content marketing is not a sales pitch! This is a common mistake that businesses make when creating a blog or updating their social media pages. Think less about directly promoting yourself and more about building rapport with your customers and establishing trust. To be effective, content marketing should focus less on your needs and more on your customers’. Why is it such a big deal at the moment? The idea of content marketing has been around for a long time but