This is a pretty good piece, but it did surprise me that they are casting themselves as non-"traditional" PR while espousing more or less verbatim the genera of paths to success in public relations as outlined by the father of PR, Eddie Bernays. Most of the ideas discussed here bring 21st century updates and explanation of platforms and propagation of information for profit, but are comfortably within the Platonic forms espoused in Bernays masterpiece, Crystallizing Public Opinion, [0] which I highly suggest anyone interested in content marketing in this style to read.

[0]: http://www.amazon.com/gp/product/193543926X/ref=as_li_tl?ie=...