By Rex Hammock, CEO

Since the earliest days of using the term “content marketing,” there has been confusion and debate over what the phrase means. In an article for the Content Marketing Institute, author Michael Brenner explains that one reason for the confusion is that “using content for marketing” and “creating content” mean different things.

As Brenner writes, “Content marketing is about attracting an audience to an experience (or ‘destination’) that you own, build, and optimize to achieve your marketing objectives. … With content marketing you are attracting an audience to a brand-owned destination versus interrupting or buying an audience on someone else’s platform.”

Content used by corporations goes beyond marketing content. Companies need content for training and sales materials and helping customers understand how to use products. At Hammock, we often create content that isn’t commissioned by a company’s marketing department. For example, we create whitepapers, presentations, infographics, case studies and Ebooks that are used by corporate trainers, sales teams, investors and public relations groups.

Content becomes content marketing when it is used in specific ways that are related to marketing. But “corporate content” isn’t always “marketing content.”

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