A new article by Mikal Belicove posted to the Entrepreneur magazine website provides a concise description of and case for "content marketing." You can read it here: http://www.entrepreneur.com/blog/220587?utm_source=twitterfeed&utm_medium=twitter&utm_campaign=Feed%3A+entrepreneur%2Flatest+%28Entrepreneur+Update%29
Content marketing is nothing new. For more than 20 years I have been urging clients to "share what you know" through newsletters, interviews and by-line articles. Newer channels such as blogs, Twitter and LinkedIn simply make the delivery process more direct and immediate.
If you don't have content to share with your customers and prospects, it may be time to step back from "empty" marketing and reassess what you have to offer and how you can beef up the validity of your marketing message.