What does content marketing mean

Content marketing

The term content marketing describes a marketing or business process as part of a communication strategy in which relevant and valuable content is created that is geared towards a specific target group. The aim is to attract potential customers through this content and also to generate profitable actions.

A content marketing strategy can be used in a targeted manner, for example, to win new customers, to improve / modify the company's image or to increase the level of awareness of a brand, a product or a person.


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Content marketing is used, among other things, for the following measures:

  • Offline and online PR
  • Email or newsletter marketing
  • Social media marketing
  • Search engine optimization
  • Inbound marketing
  • Lead generation

In contrast to advertising, this form of online marketing does not use any advertising information in order to increase awareness of the desired target group. Rather, it is about creating added value for the customer by providing high-quality and informative content.

The coining of the term can be attributed in particular to Joe Pulizzi. He founded the Content Marketing Institute, which produced the Content Marketing Magazine, the Content Marketing World Trade Show, books and a document on the history of content marketing.

Forms of content marketing are for example:

  • Tutorials
  • Advice pages
  • Lexicons
  • Blog posts
  • Infographics
  • Games
  • Testing
  • Surveys / studies
  • Whitepaper
  • counselor
  • E-books