To decide, first understand what marketers mean by the concept.
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action,” as defined by the Content Marketing Institute.
Content marketing is a widely used tactic supporting overall strategic marketing plans. It is commonly employed in addition to paid advertising and is typically handled by in-house marketers or an outside PR/marketing agency. A key goal is positioning your executives as industry thought leaders. Read more in my blog.
– Deneen Bloom, S&A Communications