Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc. (source: Wikipedia.org).
In other words the publisher (content “owner”) ships content to the user. Smart Insights created a graph with a classification of different types of content. In the graph you see the added value from Awareness to Purchase (Deal) and for type of Persona (Emotional to Rational).
I expect this is the future, but is is time consuming and so very expensive. There are many systems to atomize it but it is still a lot manual work.
On the other side there is a lot user generated content on the web about the products you sell, about your brand and about your company.
Why not bring the user to this content?
The user can use it in his decision to buy your product, to engage himself or to promote your products to his (virtual) friends. And last but not least, you as owner of a website you know what user generated content is interested in the buying process of your (potential) client, what content is interested for engagement and what content to promote your company, brand or product with friends.
I have some idea how to use make this working in various industries. If you are interested please contact me.