Content marketing is an online marketing technique in which content is produced and distributed in order to get in touch with the target group. Content includes all forms of information, including videos, images or pure listening formats in addition to text form.
Content marketing content is very different from traditional advertising content because it is only indirectly related to the products. The primary purpose of content marketing is also not the direct purchase. Rather, content marketing is a means to familiarize the target group with a brand or product on the way to conversion.
A common and measurable goal of content marketing is the lead, i.e. the inclusion of the target group in e-mail distribution lists, address lists, retargeting lists or other communication and marketing channels directly linked to the company.