Traditional marketing talks at people. Content marketing talks with them.

The principles of content marketing are:

  • It’s not about you
  • Pick a single, high-priority issue
  • Find some clear water
  • Aim for an independent tone of voice
  • Support your story with data
  • Use your customers
  • Your users are witnesses
  • Pick a good title
  • Share some negatives

B2B content marketing workbook, (46 page PDF document)

Original author / source: Velocity