"Content marketing is not a shallow advertisement, a blatant self-promotion or an attempt to trick readers. First and foremost, it has to be about great content. It's writing a story that people want to e-mail a friend, or unearthing a fascinating piece of information buried in an organization's little-read white paper. It's a stunning infographic that breaks down a complex idea or drives home a jaw-dropping statistic that your organization happens to know. It's a video interview featuring an expert who gives honest answers to interesting questions."