The relationship between content marketing and the traditional marketing communication tools

Digitalization is making a significant impact on marketing. New marketing approaches and tools are emerging which are not always clearly categorised. This article seeks to investigate the relationship between one of the novel marketing tools, content marketing, and the five elements of the traditional marketing communication mix. Based on an extensive literature review, this paper analyses the main differences and similarities between them. This article aims to generate a debate on the status of content marketing. According to the authors' opinion, content marketing can be considered as the sixth marketing communication mix element. However, further research is needed to fill in the existing knowledge gap.