Content marketing is similar to media buys but works in a slightly different way. Instead of buying ad space on a particular relevant website that includes the target audience, content is produced and offered for publication on that particular site. The content is usually published for free (but some sites may require compensation) and needs to inform the reader rather than sell specific products. Depending on the objectives, that content can also be used as actual ad content when running Display (Facebook Ads, LinkedIn included), when boosting certain posts or even run via programmatic platform to achieve the same effect.

There are multiple benefits regarding content marketing but primarily it helps to establish the brand as an authority within its industry. Direct links are also embedded within the content alongside a call to action with regards to current objectives. This makes it very easy for interested readers to understand and then to engage with a particular brand. Essentially, with content marketing you are basically publishing a huge advert on a site where your target audience spends their time.