Since then, Marriott has delivered on that goal, with many of its brands releasing bespoke films dedicated to further their reputations and drive revenue. The 2015 short film, "French Kiss," for example, drove more than $500,000 in Marriott bookings in less than 60 days. Renaissance Hotels has released two seasons of "The Navigator’s Table with Andrew Zimmern," which highlights the chef meeting with tastemakers in different cities. Courtyard by Marriott showcases its status as the official hotel for the NFL through a video series that has racked up more than 1 million YouTube views.

Webpages. What’s the difference between a normal webpage and a webpage that is content marketing? Consider The Beginner’s Guide to SEO from Moz, a provider of SEO related tools and resources. This resource, offered for free, has been viewed millions of times, bringing in countless customers who otherwise might never have stumbled across Moz and the services they offer. Or take a look at a case study from the design firm Teehan+Lax. Most case studies are boring. Their case studies are fascinating. That’s the difference between simply putting content on your website, and content marketing.

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