According to Wikipedia:

"Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. In contrast to traditional marketing methods that aim to increase sales or awareness through interruption techniques, content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty better than traditional marketing techniques."

In other words, web related content marketing is about providing your current and potential customers with something that is valuable to them so they want to come back to you. Instead of trying to sell them something the minute they hit your site, you provide them with information that will help them become a better educated consumer. While maintaining a focus on the customer and their needs, you're building brand loyalty and brand awareness.

Consumers will go to great lengths to avoid traditional marketing. They fast forward commercials, skip magazine ads, and if your website reads like an ad – you can bet that they're going to skip it and go to one of your competitor's sites.

According to the Custom Publishing Council and Roper Public Affairs, 80% of potential customers prefer to get company information in a series of articles versus an advertisement. Content Marketing effectively establishes your company as an authority and builds confidence and trust in your potential customers.

In a recent article posted by Joe Pulizzi entitled What If?, Joe comments that a successful content marketing strategy remembers that:
"No one cares about your products, your services, your blog, or your website. They care about themselves...how to be happier, more successful, how to sleep better, how to get a raise, a job or some peace of mind." Every piece of content produced should answer a question, provide a solution, or minimally entertain your audience.

Successful content marketing focuses on the customer and the customer's needs/wants. The message and the words themselves revolve around the customer. Instead of telling them how many awards you've won and how wonderful your product is, provide them with information, answers to their questions and a solution. The goal is to establish you as the authority on the subject and as a reputable company. Once your customer is convinced you aren't just trying to sell them something, they become receptive to your marketing, and the idea of buying something from you!