Content marketing involves creating and sharing relevant content through owned channels in order to attract target audiences and address their pain points as a thought leader. The traditional top-down communication model is obsolete in today's digital landscape where customers control information and its distribution through searching online and sharing content. To succeed, companies must understand their audiences' needs and position themselves as experts by creating content at the intersection of audiences' pain points and the company's areas of thought leadership, referred to as the "Garden of Eden". This content should be distributed through owned channels like blogs, newsletters and videos.