According to the Content Marketing Institute, "Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action."
How does it help a business? Content Marketing allows businesses to connect with their customers on a level that fosters product awareness and engagement. This type of marketing is used for customer retention.
Why do you like this discipline? I like content marketing because of the creativity involved in building a solid relationship between producers and consumers.
Recent Trend. According to the website Search Engine Land, Google is currently testing a new feature that sits above search results and uses content to highlights local businesses. This concept is very similar to Google's 2016 election Candidate Cards.