Some experts are saying that Content Marketing is the new form of SEO. It was since Google has changed everything through its updates such as Panda, Hummingbird, and Mobile-Friendly Update. SEO was once a marketing slash fraud tactics that Google has to make a move to improve user experience. And Content Marketing was born.
Basically, there are two things happening in Content Marketing. First is the creation of GOOD content. GOOD means something that teaches or informs the audience/customers, and definitely not to SELL. This is to build your brand as something to rely on and be trustworthy. Second is the distribution of that content in different platforms (your own website, third party, or hosting sites).
Being able to give substantial, informative, entertaining, and genuine information to satisfy and ensure the customer's buying experience makes them to trust you. Thus, it comes with conversion, retention. In short, Sales.