18. Is Content Marketing simply a form of advertising?

NO! Content marketing and advertising differ in two essential ways:

  1. Content marketing is delivered via owned or earned media whereas advertising is delivered on media space that has been purchased. As soon as the publication, broadcast or other form of delivery of any content or message is paid for, it becomes advertising.
  2. These are two different (push and pull) strategies. Content marketing is intended to attract and pull in an audience leading ultimately to business growth, whereas advertising pushes the product and the business name out into the world and in front of its audience and the wider public in general.

And before you ask, earned media is simply free media or publicity that has been gained through promotional efforts other than advertising.