As we saw a few days ago, the final stage of the publishing process is marketing.

Marketing is what you do to point people towards something they might find valuable.

Content is one way to achieve this “pointing.” This is commonly referred to as content marketing.

When the primary value of a piece of content is raising awareness of value to be found elsewhere, around here we say that it has “extrinsic value.” On the other hand, when content has value in-and-of itself, we call that “intrinsic value.”

But, if your content does possess intrinsic value, you might eventually find that you need more content dedicated to “point” to that value extrinsically.

This is essentially the difference between “content marketing” and “publishing,” the former markets something else, while the latter needs its own marketing.