It’s been just five years since the term “content marketing” began appearing regularly online, and only three years since the Content Marketing Institute, an umbrella organization for content marketers, was founded. In its latest surveys, CMI found that 90% of B2C marketers use content marketing, and 93% of B2B marketers engage in content marketing techniques. mobile-tablet-phone-people. In truth, content is what marketing has always been about. Advertising, public relations, brochures, white papers, events, research reports, and websites are all standard forms of content that marketers have used for decades. CMI’s first survey in 2010 found that 90% of B2B marketers used content marketing. So what has changed, and why did we need a new term to encompass everything that marketers do?