From “Marketing 4.0: Moving from Traditional to Digital” P. 121

Content is the New Ad, #Hashtag is the New Tagline

In a nutshell, content marketing is a marketing approach that involves creating, curating, distributing, and amplifying content that is interesting, relevant, and useful to a clearly defined audience group in order to create conversations about the content. Content marketing is also considered to be another form of brand journalism and brand publishing that creates deeper connections between brands and customers. Brands that are implementing good content marketing provide customers access to high-quality original content while telling interesting stories about the brands in the process. Content marketing shifts the role of marketers from brand promoters to storytellers.”