Content marketing involves creating and sharing valuable and free content that helps educate your audience, rather than trying to directly promote your products or services to them.
What it is not about is creating lots of content without any strategy or direction.
The key word is ‘valuable’. If you do not offer your audience quality content that stands out from the crowd then they will not read or view it.
Content marketing is used by everyone from sole traders to multi-national corporations for one reason and one reason only.