This document provides an executive's guide to content marketing. It begins with an overview of the dawn of social media and the transition from Marketing 1.0 to 2.0. It then defines content marketing and provides 15 actionable steps for an effective content marketing strategy, including identifying target audiences, developing content for each stage of the customer lifecycle, and measuring success metrics. The document also discusses the skills needed for content marketing and provides examples from hospitals and non-profits that have successful content strategies.