Welcome to the Financial Times Lexicon

Browse thousands of words and phrases selected by Financial Times editors and suggest new terms for the glossary.

 

Term of the day

content marketing

Content marketing is the creation of good marketing material around a product, idea or service with the objective that the content will attract consumers who will then engage in a transaction with the company. Instead of the company finding customers, using traditional outbound or external marketing such as advertising and promotions, the customers find the company.

Blogging, tweeting, creating videos and posting to a website with a clear strategy are all types of content marketing. Often...