Many marketing agencies will have their own way to explain what content marketing is, and how it works. But to put it simple it takes highly relevant content including keywords that is added to your website to improve SEO and overall boost your rankings.
This content can be added as a blog post, cases study, landing page or a video. This new content can then also be shared on all of your social media platforms, tying in social media marketing too. All social media posts should be targeted to your audience and of course sharable too.
The more fresh and relevant that your content is that you add to your website the better your chances are of improving your rankings on search engines. Making any new content added to your site known via social media will also help in your favour too. Providing links form your social media posts directly to your website will help to boost traffic to your site and also increase sales.