Content marketing entails generating and sharing content with the goal of winning over and retaining customers. That content usually serves to send a particular message and establish a brand. Content can be marketed in a variety of formats, including press releases, video, white papers, infographics, case studies and photos.
Although content marketing is gaining prominence now with the rise of digital and online marketing, the phrase can be traced to at least 1996, in a roundtable for journalists at the American Society for Newspaper Editors. And author Jeff Cannon defined it well in a book he wrote in 1999: “In content marketing, content is created to provide consumers with the information they seek.”