content marketing Written by James T. Cole II Contributor to SAGE Publications's The SAGE International Encyclopedia of Mass Media and Society (2020) whose work appears in Britannica as part of a joint publishing agreement with SAGE. James T. Cole II Fact-checked by Britannica Editors Encyclopaedia Britannica's editors oversee subject areas in which they have extensive knowledge, whether from years of experience gained by working on that content or via study for an advanced degree.... Britannica Editors Last updated May 11, 2026 •History Content marketing is an approach to gaining and retaining customers by providing valuable and relevant information to the consumer rather than directly selling a brand’s product or service. In many cases, this information is about the brand’s products or services, but it may also be more general information related to the values of the brand and the lifestyles or needs of the customer. Marketing through display advertising, radio and television spots, or direct mail has...

　　.eb-448-paywall-overlay { position: relative; background: white; border: 2px solid #93c5fd; border-radius: 16px; text-align: center; box-shadow: 0 4px 8px 0px #bfdbfe; width: 100%; overflow: hidden; } .eb-448-paywall-overlay-padding { padding: 40px 48px; } .eb-448-paywall-simple { border: 2px solid #93c5fd; } .eb-448-decorative-left-simple, .eb-448-decorative-right-simple { position: absolute; top: 50%; transform: translateY(-50%); } .eb-448-decorative-left-simple { left: 0px; transform: translateY(-50%) scaleX(-1); } .eb-448-paywall-simple .eb-448-decorative-right-simple { right: 0; } .eb-448-paywall-content { position: relative; z-index: 15; } .eb-448-header-section { display: flex; align-items: center; justify-content: center; gap: 12px; margin-bottom: 8px; } .eb-448-features { display: flex; justify-content: center; align-items: center; gap: 12px; margin-bottom: 32px; font-size: 14px; color: #525252; } .eb-448-features-simple { color: #6b6b6b; } .eb-448-feature-free-trial { display: flex; align-items: center; gap: 12px; color: black; } .eb-448-feature-secondary { display: flex; align-items: center; gap: 12px; } .eb-448-feature { font-weight: 600; } .eb-448-feature.simple { font-weight: 400; } .eb-448-feature.bold { color: balck; font-weight: 700; } .eb-448-feature.blue { color: #14599d; } .eb-448-divider { color: #cbd5e0; font-weight: 300; } .eb-448-unsubscribe-text { color: #525252; margin-bottom: 8px; font-size: 14px; font-weight: 600; } .eb-448-unsubscribe-text-simple { font-weight: 400; color: #6b6b6b; } .eb-448-decorative-left { position: absolute; top: 0; left: 0; height: 100%; z-index: -1; } .eb-448-decorative-right { position: absolute; right: 0; top: 0; height: 100%; } .eb-448-decorative-image { height: 100%; } .eb-448-decorative-mobile { width: 100%; display: none; img { width: 100%; } } @media (max-width: 672px) { .eb-448-features { gap: 8px; font-size: 12px; } .eb-448-unsubscribe-text { font-size: 12px; } .eb-448-decorative-left, .eb-448-decorative-right { display: none; } .eb-448-decorative-mobile { display: flex; } .eb-448-paywall-overlay-padding { padding: 20px 24px; } .eb-448-features-simple { flex-direction: column; } .eb-448-feature-free-trial .eb-448-divider { display: none; } .eb-448-thistle-icon { filter: blur(2px); } }

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