Recently, I wrote that if you value your customer you will teach them. I think content marketing is a perfect teaching vehicle that benefits the customer throughout their life cycle.  A well done content marketing effort should be the content representation of an organization’s vision.  Essentially becoming the bible for customers of an organization.  Successful content marketing will be the first stop for the unfamiliar trying to better understand what your organization provides as well as the destination for the loyal customer looking to maximize the value of your product.   Done correctly content marketing will offer content that show how to accomplish the user’s goal, that shows what success looks like, and provide insight on how you work and the quality of your organization.  Ideally through teaching your content will always help the user achieve their goal, but it will not always result in a sale.