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