If you're in a business with a focus on online development and maintaining a strong web presence, you probably hear a lot of buzzwords being thrown around. Content marketing is one of the latest terms that has made its way out there, but it's not just a meaningless buzzword or another Web 2.0 trend.

If you're in a business with a focus on online development and maintaining a strong web presence, you probably hear a lot of buzzwords being thrown around. Content marketing is one of the latest terms that has made its way out there, but it's not just a meaningless buzzword or another web trend.

What is it?

While traditional advertisements might focus on selling customers a product, content marketing focuses on providing accurate and interesting information. It's not about convincing customers to buy anything instead it's about giving them valuable insight, a new set of skills or interesting, pertinent information.

There are a number of different forms - articles and blogs are two of the most obvious forms, but custom magazines, microsites and podcasts are all part of the this revolution.

Why content marketing?

It might not be direct advertising, but this method of marketing is a far more effective way of building a customer base, encouraging web traffic and creating brand loyalty. Instead of being harassed by advertisements, customers see you as more than just a service provider or store, they see you as a trusted source of knowledge. Bridging the gap between customer and company has always been a difficult thing to do - content marketing, especially online - is just one of the ways that you can attempt to do this.

How can this form of marketing work for me?

There are so many different types of media you can share information across, especially online. Take a look at popular companies and how they use content marketing to their advantage.

Instagram uses their blog to share pictures from users via hash tags, letting them interact and generate traffic.

OKCupid uses its blog and social media to share pool data about its users and their habits. It makes for an interesting read from a psychological viewpoint as well as some handy tips for those looking to create a dating profile.

KISSmetrics shares tips and ideas for creating a more user-friendly and SEO optimised website with its users through its blog.

Blogs are a staple for most websites and one of the best ways that you can utilise effective content marketing but, as podcasts and streaming becomes even easier, it isn't difficult to explore a variety of avenues.

Forget traditional advertising and pay-per-click online ads to generate web traffic - focus on your customers and build your reputation through content marketing.

By: Karyn Ogier