With the advent of the connection economy the world marketers came to understand that industrial economy marketing no longer works properly. Joe Pullizzi came to the conclusion that you could use content as a tool or a technique to create new relationships and generate sales, out of his idea the future of marketing emerged.
The issue with the idea of content marketing as it is understood now is that there is no common definition to the word content, nor is there any value in the phrase content marketing. When you take a close look at the definition of content you come to understand that it actually does not mean anything. After 15 years of the concept being around there has not been any major shift from the way companies have always marketed to content marketing because essentially it does not work... that is why Stephen has come up with 'Intelligent Content Marketing'.
Intelligent content marketing anticipates the understanding that the world has changed, we now have ubiquitous connectivity, you can now accurately assess you customer's expectations, needs and fears and with all that in mind you can create a proposition that is designed to reverse the risk for your customer and open the door to build a relationship based on trust and authenticity.
For more information check out our encyclopedia at http://intelligentcontent.marketing
