Lee wrote, in part: “The content marketers I know use customer insight, interests, goals and pain points to create editorial plans and that provide utility, not noise. It’s meaningful storytelling, not just mechanical spray and pray.

via www.forbes.com

Longer post coming up, probably, but why can't you just call this "marketing". Why does it need it's own vernacular, it's own "Experts", etc? To me, and probably, Shel, this is just simply core to the way brands should communicate, not an incremental/extra effort.