Content marketing creates and distributes valuable, relevant, and consistent content that your customers will enjoy and learn from. It reaches potential customers and builds awareness of your current offerings.
How do you know if you’re reaching potential customers and building awareness of your current offers? By setting and analyzing goals.
Content marketing must have clearly outlined and measurable goals in order to produce ROI. ROI is your business's return on investment. Don’t create content for the sake of creating content - that’s a waste of your time and resources.