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 KM activities well, you must adhere to these six principles:

• Reliability and professionalism - Create high quality content with high value, as you won't gain credibility or customers in the long run with bad content. And be authentic in what you do.
• Don't neglect any user group - people are at different stages of the buying decision at any given time. If you are selling optional trips to the Dominican Republic, then you should prepare both a general guide to traveling to this island (e.g., necessary 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 (more crazy and calm, etc.), since the user may have already made a trip and is looking for additional attractions, he or she Neglecting one of the groups of potential customers means that you give them to your competitors.
• Unique content - Google likes uniqueness (and it will help with SEO), but with the same content as your competitor, you won't stand out from the crowd of other sellers. At best, 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 a different form that is better for your users, such as a video guide or infographic.
• Variety of shapes - A blog post, guest post, or opinion piece is not enough. Use a complementary infographic, short movie, longer video guide, quiz, podcast, presentation, free e-book, case study, or other form of communication to reach potential customers wherever they are (Youtube, social media, thematic blogs, industry sites, etc.).
• Use the recipient's language - If you're writing to experts, you can use industry jargon, but if you're writing to newcomers to a particular field, use simple and clear 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.