Since the days of company newsletters sent via snail mail, business-to-business (B2B) marketers have used content marketing as a lead generation and customer relationship technique.

Digital makes content marketing easier—but not easy, according to a new eMarketer report, “B2B Content Marketing: Best Practices for 2013.” eMarketer defines content marketing as using content that is not, at its core, promotional material, but which is interesting or valuable for its own sake. B2B marketers should add one qualifying sentence: It is content geared to help businesspeople do their jobs better.

via For Driving Engagement, B2B Marketers Put a Premium on Content – eMarketer.