What is content marketing ? - Definition from WhatIs.com


content marketing

Part of the Content management glossary:

Content marketing is the publication of material designed to promote a brand, usually through a more oblique and subtle approach than that of traditional push advertising. The essence of good content marketing is that it offers something the viewer wants, such as information or entertainment. 

Content marketing can take a lot of different forms, including YouTube videos, blog posts and articles. It shouldn't really seem like marketing -- in some cases, in fact, it should only be identifiable as marketing because the advertiser is identified as the content provider. Native advertising, for example, is content integrated with a website or service in such a way that it doesn't stand out from other material presented there in terms of content, format, style or placement. Ideally, content marketing provides the consumer with valuable information, the publisher with content and the advertiser with a larger audience and a stronger brand. 

The Federal Trade Commission (FTC) recently updated its guidelines for advertising online, known as the dot com disclosures. FTC guidelines applicable to content marketing include stipulations that advertising claims must be truthful and supported by evidence, and testimonials and endorsements must be honest opinions of actual customers. In the event that further information is required to ensure that a claim is not misleading, that information must be clearly and conspicuously disclosed, ideally along with the claim rather than separately. All content provided must be accurate and unbiased and should explicitly state that it was provided by the advertiser.

See a video about the history of content marketing:

This was last updated in May 2013
Contributor(s): Ivy Wigmore
Posted by: Margaret Rouse

Related Terms


  • data feed

    - A data feed is an ongoing stream of structured data that provides users with updates of current information from one or more sources. (WhatIs.com)

  • federated search (universal search)

    - Federated search is an approach to information retrieval that aggregates query results from multiple information sources. Federated search may also be called universal search. (WhatIs.com)

  • predictive coding

    - Predictive coding software can be used to automate portions of an e-discovery document review. The goal of predictive coding is to reduce the number of irrelevant and non-responsive documents that ... (SearchCompliance.com)


  • Content management

    - Terms related to content management, including definitions about enterprise content management and words and phrases about content management applications (CMA) and content management systems (CMS).

  • Internet applications

    - This WhatIs.com glossary contains terms related to Internet applications, including definitions about Software as a Service (SaaS) delivery models and words and phrases about web sites, e-commerce ...

Ask a Question. Find an Answer.Powered by ITKnowledgeExchange.com

Ask An IT Question

Get answers from your peers on your most technical challenges

Ask Question

Tech TalkComment



    Contribute to the conversation

    All fields are required. Comments will appear at the bottom of the article.