A method and apparatus of content transmission based on multimedia broadcast/multicast service (MBMS) in a machine type communication (MTC). A BM-SC receives a session start time from a MTC server; sends to a plurality of MTC devices a service announcement including the session start time; begins to establish MBMS bearers to the plurality of MTC devices when the session start time is reached; and transmits MTC service content from the MTC server to the plurality of MTC devices via the MBMS bearers. A MTC device receives a service announcement including a session start time therein; when the session start time is reached, wakes up to receive a notification about the MBMS bearers; and then receives MTC service contents transmitted via the MBMS bearers.