What Is Content Marketing?


Our definition: A strategy for engaging your target market by publishing written and visual content they care about

Official definition: “The marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action” (Content Marketing Institute).

Origins: While the phrase wasn’t coined until the 1970s, the concept of content marketing goes back at least as far as 1895, when John Deere launched a successful customer magazine called The Furrow.

Content marketing is not:

  • Just blogging. Content marketing includes white papers, case studies, in-person events, webinars, eBooks, videos, articles, social media, and infographics.

  • Anything written. Text like web forms and online comments are not part of the strategic publication of content that your target market loves and needs.

  • Rare. The majority of marketers—76% in B2C and 88% in B2B—use content marketing. And that number is rising! About 50% of B2C companies in 2015 planned to increase their content marketing budget in 2016. Strategic content is fast becoming a staple of any marketing plan.