According to the Content Marketing Institute:

“…instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.”

As this quote shows, the key to content marketing is providing valuable information to your potential customers and, in the process, convince them that your product or service is the best solution for them.