Content marketing is often disregarded by businesses because it’s a slow-burning way of generating customers. But, it is also one of the most effective ways to do so. Content marketing includes anything that can be considered “content” which usually includes blog posts, whitepapers, guides, videos, social media posts, and things like that. This content helps potential customers get familiar with your company and arm them with knowledge. A blog post is almost always a miniature guide or how-to that is given away completely for free, thus building trust between the lead and the brand. More exclusive content such as ebooks or whitepapers can be a great way to gather email addresses for marketing purposes, if you require an email address in order to download this content. Word of mouth is still a very effective form of marketing, and content gives people the ability to directly share something from your company when they’re talking to their friends and coworkers.