In the world of marketing, content is essential and it plays an even bigger role in the marketing strategies of companies ranging from individual startups to companies with global reach. Successful content marketing strategies rely on analytics to know what works, who engages, and who clicks. Here's an introduction to analytics for content marketing and the tools and platforms that can help marketers create and launch exceptional content marketing campaigns. The role of content in marketing indefinite Advertising trends may come and go, but content marketing continues to take center stage in the marketing campaigns of most brands and online businesses. Unlike advertising, which offers a direct pitch to buy the product in front of potential customers, content marketing is “soft marketing” that provides valuable information, not a hard sell. In the world of the Internet, content refers to employee data any information that can be consumed and shared, and includes things like blog posts, videos, images, and audio like podcasts. This type of content generally offers consumers valuable and useful information that does not overtly sell a product or service. Instead, online content typically focuses on building a brand's reputation as an authority in its niche and encouraging visitors to engage with it. Content items can include a sweet pitch for a product or service, but that's not the main focus of the item. For example, a group of doctors can produce content informing people about the treatment of various diseases. The end of the article may include a CTA that prompts them to book an appointment, but even people who don't need the services can benefit from the information. Consumable content can take many forms, and content marketers recommend adding a mix of content types for maximum reach and awareness. A company can run a blog on their site, a YouTube channel for tutorials, and a podcast interviewing experts in the field.