  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.
