// Marketing
Content Marketing
Creating written, video and audio content that attracts, educates and converts a target audience over time.
In depth
Content marketing is the long-cycle counterpart to paid: SEO-driven articles, podcasts, YouTube, newsletters. ROI is measurable but lagging (6–18 months). AI-generated content flooded the channel in 2023–2024; original perspective and data are the moat in 2026.
Related terms
SEO
Search Engine Optimisation, earning organic ranking on Google (and increasingly LLM answers) for target queries.
Thought Leadership
Original, opinionated content from named executives that shapes how a market thinks about a category.
Demand Gen
The marketing discipline of creating and capturing buyer intent, paid, content, events, community.