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"Content Marketing": Maybe you've never heard of it, but that doesn't mean you haven't been doing it all along

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"Content marketing": It's the hottest new term in marketing—and the hottest new term in content.

The idea, in a nutshell: Consumers are weary of marketing messages—but needy of credible information compellingly delivered.

So on content creation, rather than on advertising, is increasily where oraganizations are increasingly spending their money. Part of that effort is the mining of previous communication efforts, for useful, intelligent, quotable material.

Starting to see where you might come in?

Read my coverage of Content Marketing World 2011, the first-ever conference dedicated to this trend, and think about how to contribute to what your firm's marketing team is certainly trying to figure out how to do, with what you've been doing for years.