Content marketing aims at creating and sharing valuable content, designed to attract a specific audience (potential customers / users). In business sector content marketing is used to bring the client to a profitable action. Its advantage is that it can be effective even for small businesses which don’t have large budgets.

CM is connected with Internet and new media and requires detailed knowledge how it can be used. Dissemination of marketing good practices will help SME owners and employees to obtain new skills which they can successfuly use in their work. Furthermore the combination of knowledge and advertising significantly affects the relationship B2C, especially for small and medium-sized enterprises, where direct contact with stakeholders, corporate image and relationships are more important than a high intensity advertising.