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Digital marketing content refers to any digital material—such as blog posts, videos, podcasts, social media updates, infographics, and emails—that businesses create and distribute to attract and engage a target audience. The goal of content marketing is to provide valuable, relevant, and consistent content to build trust, establish brand authority, generate leads, and ultimately drive profitable customer actions, like purchases or subscriptions.

Everything from online courses to eBooks can secure new leads. We’ve all been enticed by the offer of a free course or eBook before. This adds value for the customer before they’ve even spent a dime. Because of this free perceived value, the customer may feel like they owe the company something in return, which can result in a new lead.