Content marketing was born out of the desire to share knowledge, and the newfound ability to share knowledge with audiences directly. Today, audiences are smarter than ever before. We live in a world of increasing transparency, one where information is only a click away, and new tools have given a voice to many who might not otherwise be heard. At a time when marketing budgets for traditional campaigns are shrinking, the budgets for content marketing are only getting bigger year-over-year. Using research and reflection from over twenty years of experience studying the rules of perception (beginning in political polling, and pivoting to marketing), this book builds a framework for understanding both the why and the how of content marketing.