Content marketing is the marketing activity of providing potential customers with the content they need at the right place, time, and form. In order to be able to execute your CM activities well, you must follow these five principles:

• reliability and professionalism - create high quality, high value content because you won't gain credibility or customers in the long run with bad content. And be authentic in what you do.
• do not neglect any user group - people are at different stages of the buying decision at this point in time. If you are selling optional trips to the Dominican Republic, then you should prepare both a general guide on traveling to this island (e.g., required vaccinations, necessary things to bring, traveling with a child or pet, advantages of this destination over others) as well as more detailed content on individual tourist attractions, possible places to visit or different forms of recreation (crazier and calmer, etc.), as the user may have already made a trip and is looking for additional attractions, he may be looking only for some exotic travel destination, or the Dominican Republic was suggested to him by friends. Neglecting one of the groups of potential customers means that you are giving them to your competitors. This rule doesn't apply if you have a narrow, specialized group of recipients.
• unique content - Google likes uniqueness (and it will help with SEO), but other than the same content as your competitor, you will not stand out from the crowd of other sellers. At most, you can be interested in the same topics they cover, but do it better - expand or even shorten the content provided by your competitor, or provide it in another form that is better for your users, such as a video guide or infographic.
• variety of forms - A blog post, guest post, or expert article is not enough. Use a complementary infographic, short movie, longer video guide, quiz, podcast, presentation, free ebook, case study, or other form of communication to reach potential customers wherever they are (Youtube, social media, topic blogs, industry websites, etc.).
• use the language of the recipient - If you're writing to experts, you can use industry jargon, but if you're writing to newcomers to a particular industry, use simple, straightforward language. Use a different language on Facebook or Twitter, and a different language on an industry portal or a specialized blog. Address younger audiences and mature people differently.

By following these 5 simple rules, content marketing will be an important source of interest in your products or services or acquisition of future or current customers.