By: Natalie Judd, principal, Big Voice Communications

According to the Content Marketing Institute, content marketing is defined as 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.” It is one of the most powerful marketing tools that a certification organization can use to expand its influence, position the program as a thought leader, and attract more certificants.  Plus, by developing and sharing compelling content that is relevant to your audience, you are accomplishing two things: 1) positioning your organization as an industry resource, and 2) enhancing the customer experience – this is the one-two-punch strategy to build loyalty and ultimately a following.