ABSTRACT
For strategic writers, content marketing means positioning their organization as a supplier of information that customers and potential customers want and need. This useful information is often entertaining and emotional. It frequently involves storytelling. Content marketing begins with an intense focus on target markets and what they want. Successful content marketing builds the relationships with target markets and increases their loyalty to the organization. And in marketing, customer loyalty is huge: Experts estimate that attracting a new customer costs five times as much as keeping a current one. Besides prospecting for new customers, successful marketing programs often focus on building current-customer loyalty, knowing that profits will follow. Content marketing involves ideas and stories delivered through an ever-expanding variety of media: magazines, both paper and digital; virtual reality presentations; videos; multimedia narratives; email newsletters; webinars; digital games; social media posts; specialized websites and so much more.
