According to the Content Marketing Institute (CMI), which was founded in 2011, “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.”
More than a decade later, this is still the best definition of content marketing that I’ve seen.
Note that “valuable, relevant, and consistent content” is being used like a magnet to attract and retain “a clearly defined audience.” But it also needs to be used like a screen that filters out disinterested or unqualified people “to drive profitable customer action.”
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