Content marketing is an inbound marketing approach that relies on strategically creating, distributing and promoting content that is engaging, valuable and relevant to a well-defined target audience. As with all marketing, the ultimate goal of content marketing is to increase the number of desired customer actions, whether that be purchases (for businesses), donations (for charities) or another kind of action.
A blog is an important tool for anyone planning to use content marketing to achieve their business goals. But before you can effectively use a blog, you need to be able to answer the question ‘what is a blog?’.
A common question among business owners is ‘what is copy?’. And most of the time, the follow-up question is ‘how is copy different from content?’. It seems like the answers to both questions should be straightforward but, as with so many things in life, it’s a little complicated.