The difference between content marketing and advertising is problematic. Content marketing connects to the customer and builds a relationship with the hopes that the product will sell. Advertising is about getting the customer to buy a product based on features and specifications that is not akin to relationship building. Advertising captures the audience. With the paradigm of telling the difference between content marketing and advertising, the better choice is utility. The marketer should provide the customer with the idea that the product is helpful regardless of being contained in content marketing or getting advertised on a platform.

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The existential tension between content marketing and advertising – The Guardian