Content: In online marketing, content refers to information that provides value to internet users, often presented in text, audio, and/or visual formats. Search engine marketing uses content to attract visitors to websites as a form of inbound advertising. Content can include the use of articles, blog posts, infographics, videos, social media, white papers, eBooks, podcasts, games, and more.

Content marketing is often connected to the concept of native advertising, in which a paid advertisement mimics online editorial content. Companies that utilize search engine marketing may also use content in order to increase the number of inbound links to their website by placing this information all across the web.

Among the most popular forms of content marketing is social media marketing, which uses platforms such as Facebook, Twitter, Pinterest, and occasionally blogging sites. Businesses employ this strategy to interact with customers, announce promotions, and even gain feedback from these customer interactions. Usage of promotional hashtags (#) is common on social media, as it gives businesses the opportunity to track conversations and customer engagement.

Infographics are also growing in popularity. These pieces take facts, statistics, and other data and present them in a visual manner. This form of content is easy to share on the web, which can help a business receive more inbound traffic to its website.