Content creation is the ultimate inbound marketing practice. When you create content, you're providing free and useful information to your audience, attracting potential customers to your website, and retaining existing customers through quality engagement. Content marketing is important, not just because it works for building trust, generating leads, and cultivating customer loyalty, but because it has become the new normal from the consumer side. It is, in itself, helping to evolve what customers expect from the brands they interact with.