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Content marketing is all about the creation and distribution of high-quality content that attracts and engages audiences across any communication platform. Like other traditional forms of marketing, content marketing is typically used to drive customer acquisition, deeper engagement with current customers, and for brand awareness. The trend in content marketing has grown significantly over the past years, as audiences have shifted to new media, consuming content in entirely new and savvy ways.
Generally thought of as being separate from traditional advertising, content marketing is about communicating with customers in a way that adds value. The content itself is editorially-minded, and while contextually relevant to a product or service, provides information in the form of entertainment, education, emotional connection, or practical value.