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

The relationship between content marketing and the traditional marketing communication tools