We all know that content marketing is hot these days. But what do we mean by content?
Most of what we think of as content includes things like web pages, blog posts, infographics, ebooks, reports, buyer's guides, white papers, webinars, explainer videos, podcasts, etc. When we talk about producing more content, these are usually the assets we have in mind.
All of those different kinds of content have one characteristic in common: they're passively consumed by our audience. Our prospects and customers read, watch, or listen to them. They might be invited to add a comment or share on a social network, but that's typically the limit of their interactivity.
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