Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and ultimately to drive profitable customer action. Companies today are well aware of all the tactics to gain a higher spot on the search engine search results for which they continuously update their websites. This gaining of higher position on search engine comes as a result of good content marketing. Content Marketing is not only restricted to promotion of products. It is beyond that as it also leads to brand awareness and brand engagement. Content Marketing also helps in executing successful P.R strategies. They may create content that people care about like environment, safety etc. For execution of PPC, it is the content that plays a major role from the back end but supports the overall PPC campaigns. For execution of any Digital Marketing tactic a good content is the key. Content marketing helps in providing detailed information to the customers and thus is a helpful tool for creating brand engagement.

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Keywords: Content Marketing, Brand Engagement, Social Media, Video Content, Digital Marketing.