What Is Content Marketing? One important form of inbound marketing and digital strategy is content marketing. Content marketing is all about creating and circulating content. It comes in many forms and the goals of content creation depend on your business goals. Usually, content marketing drives traffic to your business website, builds trust, converts audiences, earns new customers, and engages existing ones. Books, e-books, blogs, free downloads, courses, videos, and infographics are all a part of a healthy content marketing mix.