Content marketing is the strategy of creating and distributing valuable, relevant and consistent content to attract and retain a defined audience, with the ultimate goal of driving profitable action. It includes blog posts, videos, podcasts, infographics, e-books, webinars and any format that educates, informs or entertains your target audience.
In the context of Response Marketing, content plays a dual role: it attracts organic traffic (SEO) and feeds generative AIs with citable information (GEO). Every published article is an opportunity to be the answer to a specific question, both on Google and in ChatGPT.
The most common mistake is producing content in volume without quality. In 2026, shallow, generic content is ignored by search engines and AIs alike. What works is content with depth, concrete data, well-grounded opinion and clear authorship. Fewer articles, more substance.