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Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.

Content marketing creates interest in a product through educational or informative material. Successful content marketing relies on providing "consistent, high-quality content that solves people's problems".