"What really decides consumers to buy or not to buy is the content of your advertising, not its form." - David Ogilvy, the "Father of Advertising". The quote above comes from David Ogilvy, widely hailed as the father of advertising. Moreover, it came long before the supposedly modern concept of marketing in a day when direct sales methods were not only expected, but the primary tool available to businesses. It illustrates clearly that content marketing is nothing new. In fact, it's a time-honored means of connecting with your audience and then building brand value and loyalty.

This paper will help you understand the concept of content marketing and will explain its relationship with inbound marketing. Understanding the way these disciplines interact will enable you to better structure your marketing and communications campaigns and improve return on marketing expenditure.

Marketing - it's inescapable. Whether your business sells widgets or auto parts, whether your market is local, regional, national or international, marketing is a must. However, not all forms of marketing are created equal. The advent of the digital age has made this even more apparent. It's birthed a whole new realm of promotional tactics and strategies.

One of the most important concepts to master in this brave new world is inbound marketing. It's very different from outbound marketing and even from ot