Creating content means filling a gap. It’s about satisfying the need to publish a certain amount of information on a certain media platform, for a certain purpose. The Content Marketing Institute defines it as “a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience–with the objective of driving profitable customer action.

Yes, ‘good’ content has the same power as any other art form. Like art, content tells the story of its times — it puts people, places and products into context, and attempts to create lasting value.

Most importantly, powerful content has the ability to move the audience. The famous call to action or CTA in content marketing is precisely that. The reader or viewer gets so convinced by the content, that the next natural step is to click the share or buy button.

Image by Craig  Whitehead