However the recent wholesale adoption of the use of the term seems to imply that nobody was doing content marketing beforehand.... when in fact content has been at the heart of marketing for decades (if you don't believe me, just remember that the terms 'advertorial' and 'soap opera' were created by marketers to explain certain types of content created to promote their wares).
Having done, run and eventually made a success of content marketing, I can safely say it can be a complex beast. Not only because it involves different skills (not just copy writing), but also because in large organisations it typically involves several people or even departments. It is also an ever-changing discipline, that now has far more technical considerations than it used to.
In a recent eConsultancy survey,
90% of respondents felt that content marketing would become more important in the next 12 months and 93% said their companies either had a defined strategy in place or were planning on having one within the next year.I therefore assume that if you're reading this you're planning on creating or improving your content plans into 2013. I therefore guess that for you content marketing is easy.... if it wasn't for the content and the marketing bits :-)