Content marketing is a communication designed with the consumer in mind.
The concept has been around since the 1880s, but the phrase gained popularity with the ever-growing accessibility to publishing content thanks to platforms like WordPress, YouTube and of course, Medium.
Content marketing is more than blogging. Much more.
According to the Content Marketing Institute, the definition is:
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.
The keyword here being “strategic.” Content marketing works markedly better if it’s researched and planned to be relevant, insightful, helpful or otherwise valuable for your target audience.