Just a Random Thought About Language

So I had a random though today while driving. Isn't all marketing actually "Content Marketing?'

I mean, if your marketing campaign didn't contain some kind of "content," then wouldn't it just be dead air?

They call it a narrative "thread" for a reason.

I know, it refers to a specific type of marketing, shorthand for campaigns that sell a company or individual as an expert in their subject matter. That strategy hopefully leads potential customers to purchase or at least inquire about a product or service. This happens because they want to buy from someone smart. It is different from brand marketing, or marketing by experiences, or marketing that makes you feel something.

Then shouldn't it be called "Expertise Marketing"? Or maybe "Consultant Marketing"?

Language matters.