Does content marketing work?

First of all, what is content marketing? 

Content marketing is the creation and dissemination of articles and broadcasts (i.e. podcasts, vlog posts, blog articles, TV programming, etc.) that are designed to provide timely, relevant and on-brand content. The primary goal is to build familiarity and trust with your target audience — to become their go-to resource — by adding definable value.

Whether or not content marketing works is entirely up to you. Simply publishing any content, regardless of whether or not it’s good or relevant, will earn you a reputation as a purveyor of click bait and ultimately work against your goal to establish trust. 

The right way to go about it is to start with a content marketing plan. Make sure you have something of value to say at consistent intervals and that your messages are articulated in thoughtful regard for your target audience’s needs and point of view.