Content marketing is defined by Oxford as: “a type of marketing that involves the creating and sharing of online material that does not explicitly promote a brand, but is intended to stimulate interest in its products or services”. Even though this form of promotion is not a direct ad, it does help grow your brand’s awareness. It will lead to more traffic, leads, and sales; even though it doesn’t explicitly market like an ad would. The content that is distributed is, in general, free for people to engage with (for example: blog posts, articles, white papers, etc).