As the name implies, it’s using content for promotional purposes. More precisely, it is a kind of marketing where you don’t only use empty slogans, prices and offers. It is a strategy of gaining market share through distribution of interesting and useful content. The purpose is to present the company as an expert who willingly shares knowledge.
A company that follows this strategy cannot sell everything thing to everyone. It is more important to reach a precise target group with knowledge in a given field, so that the reader wants to buy it and feels like they’re dealing with an expert.
What’s also important is that communication through content marketing isn’t only based on single marketing “shots in the dark”, but on a durable relationship with the reader that doesn’t stop as long as content is supplied regularly.