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Content marketing is an approach to changing the target group’s behavior by providing access to value-creating content on the company’s own platforms. The content is mostly distributed through the company’s own channels, but it can also be marketed through purchased and contributing media. The content needs to be relevant and valuable according to the target group and should not focus on selling or describing products. The work on content marketing should be conducted continuously for a longer period of time, it should based on predefined goals and consist of frequent follow-ups. (Content marketing for everyone, J. Arhammar, P. Staunstrup, 2016)
