Content marketing is a strategic approach to creating and sharing valuable and relevant content to attract and retain a clearly defined audience. In simpler words, it's all about providing your customers with valuable information that they actually want to read.

Now, you may be thinking, "Why should I bother with content marketing when I can just promote my product or service directly?" Well, let me give you some insights on why content marketing must be part of your marketing mix:

• According to the Content Marketing Institute, content marketing generates three times as many leads as traditional outbound marketing, but costs 62% less.

• HubSpot reports that companies that prioritise blogging are 13 times more likely to have a positive ROI.

• In a survey by Demand Metric, 82% of consumers have a more positive opinion of a company after reading custom content.

So, not only is content marketing cost-effective, but it also has the potential to generate more leads and improve your brand's reputation.

So, why is content marketing so effective? Well, for one, it's a way to build trust with your audience. By providing them with valuable information and resources, you position yourself as an authority in your industry and create a relationship based on mutual respect. It's also a way to differentiate yourself from the competition - if you're providing value in a unique way, customers are more likely to choose you over someone else.

But what kind of content should you create? The possibilities are endless. You can create blog posts, social media content, videos, infographics, podcasts, e-books, and more. The key is to create content that resonates with your target audience and provides value.

For example, if you own an accounting firm, you could create an e-book with your top tax-saving tips. By providing your audience with valuable information, you're building a relationship of trust and establishing your brand as an authority in your industry.

Content marketing is a powerful tool that can help small businesses attract and retain customers. By creating valuable content that resonates with your audience, you can generate more leads and improve your brand's reputation.