Before we begin, lets talk about what content marketing actually is.
Our definition is:
Content marketing is the process of educating, entertaining, or engaging a prospective or current customer; providing content of value without a hard sales pitch.
The wonderful CMI say:
Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
Basically, this is what media companies have always done. Except they have traditionally made their revenue from readers paying for the content, or advertisers paying for media space. Content marketers publish in order to achieve a commercial objective: selling a product or service.