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Content marketing
Content marketing is any marketing format that involves the creation and sharing of various forms of media to acquire and maintain customers. Content marketing uses various formats, including news, video, white papers, books, case studies, how-to guides, question and answer articles, photos, etc.[1]
Unlike the business model of media that is supported by advertising and circulation revenue, the media that is used in content marketing is used to support the business model of the company or organization producing and distributing the content. For example, a popular and long-practiced form of content marketing, the distribution of university alumni magazine, is not intended to generate advertising revenue, rather it is produced to encourage alumni support through annual and major giving methods.
