Definition of 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 the content is geared towards helping or entertaining the audience, and it is frequently produced by external experts.

American Express created a website for entrepreneurs, called, with content to help business owners run their ventures. Some content is produced by expert sources, including Inc. Magazine and publishers. A large component of the site involves creating a community forum for entrepreneurs to interact via chats and blogging. Everything on the site lives under the American Express brand. [1]

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