I think Joe Pulizzi's attempt is pretty good at capturing most of the nuances and the cricital consumer intent piece-toward an audience...otherwise it's just copy. Content Marketing is: Editorial-based (or long-form) content. It must tell a relevant, valuable story. Must be informative, educational or entertaining. Marketing-backed. The content has underlying marketing and sales objectives that a corporation, association or institution is trying to accomplish. Behavior-driven. Seeks out to maintain or alter the recipient's behavior. Multi-platform (print, digital, audio, video, events). It can be, does not have to be, integrated. Targeted toward a specific audience. If you can't name the audience, it's not content marketing. http://blog.junta42.com/2007/07/the-ultimate-co/