Content Marketing is a customer acquisition strategy that prioritizes having a very strong and authoritative web presence to generate leads organically. It's usually seen as being more expensive than traditional marketing but, in fact, can actually be more cost effective (in part due to people using ad blockers more and more). For instance, according to Business Insider, almost 30% of all internet users use some form of ad blocking. Although the initial investment of creating content could be sizable, the ROI generated can lead up to 3X more leads than traditional marketing alone.  

Aside from being impervious to ad blocking, content marketing also delights consumers and that leads to improved brand visibility and awareness. Another reason to get excited about content in general is that high-quality content will also do wonders for your SEO efforts (search engine optimization).

While the benefits are recognized by marketers in the long-term, companies often don't have a content strategy developed or it's very limited in scope. Unsurprisingly, this leads to results that are less than stellar and they experience low to mediocre ROI from their content marketing efforts on the whole.