For the past four years, the Content Marketing Institute (CMI) defined content marketing as “the creation and distribution of educational and/or compelling content in multiple media formats to attract and/or retain customers.”

But, says the Institute, content marketing has matured into a formal business discipline. This year, they changed the definition to “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”

If you’re stuck in a “creation and distribution” mode and ignoring strategy, then you’re stuck in the old content marketing.

Here’s the good news: Chances are, your competition is, too.

For advice and best practices on how to escape this rut, download our white paper: Success Stories: Why Hospitals Need Content Marketing Strategy Now More Than Ever.