It's by no means pedantic. A lot of companies don't do a lot of advertising or sponsored articles but do spend a huge amount of money on informational articles (i.e. content marketing), trade show booths and paying employees who have talks accepted there to attend, developer days, webinars, meetups, other forms of engagement with developers and other users, etc. (And coherent copy on the website which sure doesn't come for free--which is also marketing.)