“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.” (Content Marketing Institute)
The term content marketing was coined by John Oppedahl in 1996 at the American Society for Newspaper Editors (Doyle, 1996), though it did not get a lot of attention or traction before the Content Marketing Institute (CMI) was founded in 2010 by Joe Pulizzi (see his book Epic Content Marketing). Today, we generally find content marketing happening on blogs and social media, in newsletters and infographics, via podcasts, print magazines and videos, in addition to webinars, eBooks and white papers. In other words, everywhere. Either as paid, owned and earned media.
There is not a lot of academic research on the topic, as it has long been considered old wine in new bottles (Basney, 2014). Meaning, that though the term is popular, and most often described as something new, communicating strategically through the active and deliberate use of content is something organizations have always done. In many ways, content marketing is closely related to immersive communication, as presented in chapter 6, meaning communication that is aimed at attracting viewers/readers/listeners through interesting and attention-grabbing substance, rather than just attractive packaging.