Content marketing is a marketing approach focused on creating and distributing informative, useful or entertaining content that directly addresses a certain target group.
Especially in the field of online media, content marketing has become an important component of corporate communication. It can be used to attract new customers or guests, to increase awareness for a company, person or product or to improve their image. As opposed to ads, banners or commercials, the main objective of online marketing is not only to depict a company or product in a positive way, but also to provide useful information, valuable knowledge, and entertaining content. With tutorials, blog posts, games, tests, surveys or how-to guides the content producers position themselves as experts, advisors, or entertainers and share their knowledge with the user. This kind of content can be published and shared on different social media platforms, blogs or websites as well as in newsletters or e-books.