It goes by many names - brand journalism, native advertising, custom content - but no matter what you call it, the concept is simple, yet surprisingly difficult to execute correctly.
It is the art of creating and distributing relevant content to your audience with a clear marketing objective in mind, such as brand awareness, customer loyalty or lead generation.
But your content cannot just be about you. Identify what interests your target audience, and what keeps them up at night. Create articles, videos, infographics and slideshows that bring your audience value while positioning yourself as a thought leader and solution provider.
Consumers have never had more means of avoiding interruptive advertising. Content marketing allows you to engage your audience with high quality, relevant information they will actually choose to consume.