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Content marketing is a form of marketing that focuses on creating, publishing, and distributing content to a target audience over the Internet. Unlike other forms of Internet marketing, content marketing relies on anticipating and satisfying existing customers’ information needs. The idea of content marketing is that the brand should give something of value in order to get something of value in return. Instead of commercials, it will be an offer. Instead of a banner ad, it’s an article. When companies seek content marketing, the main focus should be on the needs of potential customers. Once a customer need is identified, the information can be presented in a variety of different shapes and formats, including news, videos, e-books, infographics, email newsletters, case studies, questions and answers, articles, images etc. Content marketing goalsContent marketing is often used by companies to: Attracting attention and generating potential customersExpanding its customer baseGenerate or increase online salesIncrease brand awareness or credibilityInvolve an online community of usersContent CreationWhen creating content, companies typically take three initial steps: Determine the target audience and their needsDefine content typesBooks - Videos - Contests - Webinars - Questions and Answers - Surveys - Interviews - Audio Clips - Articles - Search Engines - Social Media - etc. Create a content management systemTo get started, you will need to find a content management system. Despite the difference in content management systems, most include functionality to help with content creation and publishing, and analytics to track the success of posts.