What Is Content Marketing?

The Association of National Advertisers (ANA) pronounced 'content marketing' the '2015 Marketing Word of the Year' ahead of 'programmatic', "transparency' and 'storytelling'.

It is defined by the Content Marketing Association (CMA) as: "the discipline of creating quality branded content across all media channels and platforms to deliver engaging relationships, consumer value and measurable success for brands."

But often, the term 'Content Marketing' tends to get confused with 'native advertising'. According to Gareth Shaw, PulsePoint's European programmatic sales director, content marketing is a strategy to create and distribute valuable content to attract and acquire a defined audience, whereas native advertising is paid media that matches the form and function of the platform on which it appears.

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