Content marketing is a technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience—with the objective of driving profitable customer action. 
According to the Association of National Advertisers (ANA), content marketing involves various methods to tell the brand story. More and more marketers are evolving their advertising to content marketing/storytelling to create more stickiness and emotional bonding with the consumer. 
- Content Marketing Institute. What is Content Marketing? Useful content should be at the core of your marketing.
- ANA, Brand Activation Info.