H ave you ever taken a quiz to find out what Disney Princess you are? Or clicked on a listicle on Buzzfeed promoted by [insert brand here]?

If so: Congratulations. You’re a human being.

You’ve also been on the receiving end of one of the most formative marketing trends of the 21st century: content marketing.

Content marketing isn’t exactly new – it’s been sweeping the marketing landscape for a decade or more now. “Content is king” the headlines proclaim – and for good reason. From blog posts and infographics to Youtube channels and branded podcasts, brands today are tapping into an ever-expanding toolbox of tactics and storytelling techniques to get their message across.

But, what about the plan behind the substance? What is it that makes t...