Differentiation through trust
So, there needs to be a way to be able to reach the target audience with interesting and relevant content without falling into the dead advertising angle. To accomplish this, it's important to know the two types of online marketing: Push & Pull.
In push marketing, content (usually advertising messages) is actively pushed out by the company and brought to the customer. This way, the company tries to draw attention to itself. All measures that belong to this type run the risk of becoming victims of advertising blindness.
The second type is called pull marketing or inbound marketing.