Content marketing

What Is Content Marketing?

Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent digital content to attract and engage a defined audience. This can include blogs, e-books, infographics, videos, webinars, and social media assets—each serving a specific function across the buyer’s journey.

Unlike traditional advertising, content marketing is built on education, storytelling, and credibility. Its primary purpose is to generate trust and position your brand as a helpful resource. Through the ON24 Intelligent Engagement Platform, marketers can create content experiences that merge storytelling with data insights—ensuring that every piece of content drives measurable engagement.

Why It Matters

• Builds brand authority: Consistent, quality content positions your business as a trusted industry leader.
  
• Drives engagement: Interactive content like webinars and on-demand resources keep audiences participating longer.
  
• Fuels pipeline growth: Converts engagement into first-party data, revealing buying intent and accelerating sales.

How It’s Used

B2B marketers rely on content marketing to attract, educate, and retain customers across the buyer’s lifecycle. Common applications include:

• Webinars: Create thought leadership events to generate leads and content assets.
  
• E-books and reports: Turn insights from webinars into long-form resources that support the consideration stage.
  
• Email and social campaigns: Distribute content to drive awareness and nurture leads.
  
• Video and podcasts: Deliver stories that humanize your brand and boost engagement.
  
• Content hubs: Centralize resources in a Content Hub to enable always-on discovery.
  

By using the ON24 Platform’s webinar and analytics capabilities, marketers can continuously refine their strategies based on audience behavior—ensuring every content asset supports measurable business outcomes.

Key Benefits

• Audience alignment: Delivers content tailored to audience needs and buying stages.
  
• Engagement depth: Interactive tools like polls and Q&A enrich participation and insights.
  
• Lead nurturing: Guides prospects from awareness to decision with educational, solution-focused messaging.
  SEO visibility: Increases brand discoverability and organic reach through consistent, keyword-rich publishing.
• Performance tracking: ON24 analytics reveal how content drives engagement and conversions.
  

Frequently Asked Questions

1. What is content marketing in B2B?
   
   • It’s a strategy where businesses create digital materials—like webinars, blogs, and reports—to educate, engage, and convert target audiences.
2. How does ON24 support content marketing?
   
   • ON24 enables marketers to create, host, and measure interactive experiences that generate first-party engagement data and reusable assets.
3. Why is content marketing important for webinars?
   
   • Webinars are high-value content assets that can be repurposed into videos, blogs, and guides to sustain long-term engagement.
4. Can I track the performance of my content marketing?
   
   • Yes. ON24’s analytics provide engagement metrics like viewing time, click rates, and conversions tied to audience behavior.
5. How can I maximize ROI with content marketing?
   
   • Use ON24’s data-driven insights to optimize distribution, personalize content, and refine messaging across your campaigns.

Editorial & Methodology Notice

This content was created and verified by the ON24 Editorial Team using first-party ON24 benchmark data and platform documentation.
Updated: October 2025