In the last few years, content marketing has become the marketing approach that all the cool kids are supposed to be doing.
Coca-Cola is doing it, IKEA is doing it, Copyblogger has been doing and talking about it for more than 10 years now. So it’s a no-brainer, right?
Except, uhhhh, what is it exactly, again?
Even as the “think pieces” pile up, the term content marketing remains frustratingly vague.