Here's the best take on content marketing.
Doyle Dane: "All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level."
The best content marketing does just that, and it does so by living up to another Bernbach principle: "You say something better if you have something to say." Now, that's a maxim that truly applies to the age of search, where Google's algorithm ranks the most engaging content (i.e., the most read, linked, shared) the highest.
You should read the original article here for a great commentary.