“Content marketing is a commitment, not a campaign.” -Jon Buscall

Content marketing captivates probability and transforms possibility into customers by creating and sharing valuable free content. Content marketing helps companies create reasonable brand loyalty, provides valuable information to consumers, and creates a  desire to purchase products from the company in the future. This relatively new form of marketing does not involve direct sales. Instead, it builds trust and affinity with the audience.

Unlike other forms of online marketing, content marketing depends on a forecast and meeting an existing customer need for information, as different to creating demand for a new need. As James O'Brien of Contently wrote on Mashable, "The idea central to content marketing is that a brand must give something valuable to get something valuable in place of the commercial, be the show. Instead of the banner ad, be the property story. Content marketing requires continuous delivery of large amounts of content, ideally within a content marketing strategy.