Content marketing is all the rage. In a distracted world, where consumers are bombardedwith advertising and overwhelmed by media and device choices, brands are searching fora new ways to connect—ideally over the long term. And many marketers are turning tocontent with varying degrees of success. What does it mean for a brand to engage in content? What, exactly, is content anyway?What value is it to brands? Do brands have the right to compete against publishingcompanies? How do brands know whether or not their content is driving business results? This whitepaper will touch on all of these topics. But, if there’s one thing to remember, onecardinal rule for brands to follow when starting a content marketing program it is this: Content is often categorized as art or commodity, but for marketers, that misses the point.First and foremost, it needs to be thought of as a tool for driving discovery, engagement andtrial. And, like all tools it has a purpose—to provide value to the consumer. On that score,content can always be optimized to provide ever more consumer value, which translates intoever more brand value. Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriterand Senior Content Strategist at Barefoot Proximity—this whitepaper provides a frameworkfor brands looking to stand out by creating lasting, even lifelong relationships withconsumers via content.