Content marketing is often called inbound marketing. The term was coined by Hubspot with reference to the idea of increasing and capturing the inbound traffic to a brand rather than relying on advertising to raise awareness and increase engagement. The idea behind it is that advertising, especially in the online space is interruptive and an unwanted distraction from the actual work people are trying to do or information people are trying to find. Wouldn’t it be better if customers found a brand because they were solving their problems rather than constantly spamming them with unwanted advertising? There will always be a place for advertising and the brand building at scale that only comes with mass media but content marketing offers a better way to bring new leads to a brand and convert leads through the funnel.
