But the true allure of content marketing is in building an audience. Rather than the constant rat race of conventional online lead generation, an audience puts your business into an entirely different space within your industry. Instead of buying access to an audience from the media, your company becomes the media. In the process, you build an owned media asset (your content-rich website) that gets more powerful and valuable each month and each year that you continue producing content.
I’ll add a final point to Brian’s excellent article: It takes hard work