Content marketing is creating and sharing valuable content to attract, grow, and engage a target audience. It has become important as 66-90% of buyer's journeys are now completed before reaching out to a salesperson. Creating educational, high-quality content can help brands stand out, build trust as an expert resource, and reduce perceived risk for buyers by creating lasting relationships. An effective content marketing process identifies the target audience, considers their preferred content and what competitors are doing, then develops and distributes content like blogs, videos and more across relevant channels.