At last, we reach the meaning of the word ‘content’ which is important for the topic of this ebook. In modern day, the word ‘content’ took a new form and now, it describes any multimedia ‘substance’ (so to say), created by someone (or something). The word hasn’t got a real distinctive function in some languages, making the word content even more disconcerting, but that’s something we’re all going to have to deal with. 1.1. WHAT CAN BE IMPLIED AS CONTENT? Now that we’ve defined the word content and explained all of its meanings, it’s important to explain the implication of the word content in the context of content marketing. Content can be anything from an image, video or sound to blog, podcast, ebook, webinar and so on. Can then someone’s live lecture be labeled as content, you ask? Well, not actually, because it can’t be distributed. BUT! The footage of that lecture, on the other hand, very well can be! Copy that? 1.2. WHAT IS CONTENT MARKETING? It is a form of marketing using multimedia content with the purpose of attracting interest. Just like any other marketing activity, its final goal is the increase in some form of sales. But I got a little ahead of myself with that statement because, first of all, before selling anything, you must raise the awareness of yourself, your brand or of your product and/or service. CONTENT MARKETING 3.