Content marketing is about creating and publishing content that is relevant to your customers’ needs to build brand awareness, loyalty, and trust. It’s not about droning on about how great your product is. If your product really is great, your customers will tell you. If not, they will tell you that as well. And the worst thing you can do is ignore either instance.

Let’s face it, the media aren’t the authorities in your industry, you are. No one knows your business better than you. So why rely on other companies to solve your customers’ problems when you already have the answers they need.