This unit focuses on ‘Content Marketing’- an organisation publishing content that is either unique (i.e. created by the organisation) or curated (sharing someone else’s content). The purpose of content marketing is to achieve specific marketing goals, such as increasing brand awareness, positioning the business as a voice of authority in its industry, driving traffic to a website, and/or increasing search engine rankings. In order to be effective, an organisation must have a clear content marketing strategy and closely manage the content creation process.