Content marketing is one of those buzz-phrases. It's all about creating and communicating content that is interesting and relevant enough to your defined audience, to make them want to spend money with you, and come back again and again. One way to do this is by finding an ambassador for your brand, who will be a trusted and willing spokesperson for you. Bentley recently partnered with WIRED to launch a new brand. And Land Rover have joined forces with Ranulph Fiennes and Bear Grylls, and have partnered with Virgin to give away four prizes of a trip into space.

We don't all have the budgets of a car manufacturer, but we can all think laterally about what content will really get our audience engaged with our products and services.

We're having an internal 'lunchbites' session tomorrow on content marketing: our colleague Emily Bateman  joined a webinar recently called "What's next for Content?"  and heard some great speakers discuss what works best for content marketing. Emily is going to share what she learnt, and we'll come back and share it on our blog in turn, too! In the meantime, here are five things you didn't know about content marketing.