As James O'Brien of Contently wrote on Mashable, "The idea central to content marketing is that a brand must give something valuable to get something valuable in return.
Nagu James O'Brian Contelyst kirjutas Mashable'is: “Sisuturunduse peamine idee seisneb selles, et bränd peab andma midagi väärtuslikku, et saada midagi väärtuslikku tagasi.