The buzz around what “content marketing” is or is not can be a bit confusing for marketers like me who have been around the block and seen the communications landscape shift over the past decades. Why? Because I view content as the foundation and fuel for any campaign or message out to market. It’s about being smart in your approach and not just blindly writing about whatever topic suits your fancy. Content marketing is about digging into the market and competitive data; doing the research to make sure your message resonates with your specific buyer; timing that asset just right so the audience is receptive; and crafting stories that pull at the heartstrings while also pleasing the algorithms.