Content marketing is not new – though the way in which we approach it today is more calculated and staged. What is it about content marketing that seems poised to turn a murmur into a groundswell of buzz? CMA asks readers to evaluate what all the hoopla is all about. This 2013 CMA Leadership Series paper brings together theoretical, advertising, and communication perspectives to help you decide for yourself. Case studies illustrate how a B2B and a B2C organization focused on ‘content’ to effectively build brand awareness and interest in their products. A planning tool is included to help you map out a content strategy that’s right for a specific project, program, or your organization as a whole.