What is content marketing?

Content marketing is a marketing technique which, in contrast to traditional marketing, does not focus on the product but on strengthening a brand.

Informative, advisory and entertaining content is created to give users added value in order to convince them of a brand and the company's associated products. The aim is to create lasting customer loyalty to the company, resulting in a long-term and profitable customer relationship.

Content marketing can be seen as part of an inbound marketing strategy, as content marketing is used in search engine optimization (SEO) for good rankings in search engines. Content can be actively distributed via social media channels or mailings, for example, which is known as seeding.