Content marketing: Create content that sells product
Brands need to understand the role content plays on the purchase journey – whether it supports or shortens the journey – to deliver the most useful communication on appropriate channels, and use social commerce to make content more shoppable.
This article is part of a collection of articles on content marketing. Read more.
What is content? It's the question that everyone wants to ask (but doesn't for fear of looking stupid). The answer is simple. Content can be anything; in fact, if you look at the dictionary definition, it is equally ambiguous – "the things that are held or included in something". So it could be any message held within a medium: an outdoor ad, a video, an instant message, a thought leadership piece, a magazine article, a forum post, a product review, a Vine, a Snapchat, an image ... you get the idea. But because the definition of content is so loose, it's no great surprise that there's a lot of it around.