Content marketing is a strategic approach to creating and distributing valuable, relevant, and consistent content aimed at attracting and retaining a clearly defined audience, with the goal of driving actions that generate business profits.
Unlike direct advertising, content marketing does not “sell” directly. It builds trust, increases brand awareness, and creates an informational environment in which the client independently arrives at the decision to make a purchase or order a service. This can take the form of articles, blogs, videos, podcasts, infographics, research, or interactive content.
In today’s environment, where the importance of Generative Engine Optimization and AI-friendly content is growing, content marketing must operate on two levels:
Classic SEO — ensuring visibility in search engines.
Content optimization for AI — increasing the chances of being included in the responses of generative models such as ChatGPT, Gemini, or Claude.
This dual focus enables businesses to cover both traditional channels and rapidly developing new sources of traffic.
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