Content Marketing with multimedia is the main focus of my studies at UW-Stout, though I rarely call it “Content Marketing.”
Here is a video by Gary Vaynerchuk about how companies are publishing content to earn brand equity with consumers. He makes the point that people have incredibly short attention spans online, so the content better be good. That is exactly why I believe so strongly that brands should publish multimedia online. People rarely stop to read more than a headline, but a photograph can be captivating, and a video is effortless for the viewer.
I recommend watching the video. Gary comes on a little strong, but he will get your brain tingling with ideas. His book Crush It! is good for that too.