Is Content Marketing Advertising?

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This seems like a simple question to answer, right? But the answer boils down to who you ask and how you define content marketing.

Zara Curtis, Director of Content for IAG, says, “no” content marketing is not advertising. Okay, fair enough - after all, the phrase has the word "marketing", in it so it can’t be advertising, too, right?

She goes on to describe advertising as “tell and sell”, and content marketing as “tell stories and show.” This seems reasonable enough, however it’s not quite that simple. This description makes it sound like content marketing is only top-funnel content. It’s not.

Definitions Matter

Google’s "Instant Answers" defines content marketing as:
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