Content marketing

Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. Content marketing is also defined as 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. Content marketing can further be characterized as a step from earned to owned media. This means that by establishing own brand channels, brands increasingly act like media companies and fulfil corresponding functions like entertainment, information and social interaction. Ultimately, brands can become their own communication-medium and thereby replace paid-media channels.