Ask practically anyone and they’ll tell you the trick to great content marketing is ___________ (insert trendy catchword here). Storytelling, Authenticity, and Transparency are the three darlings right now. Don’t get me wrong. These words show up everywhere because the concepts they represent are powerful tools that can strengthen relationships at every stage of the buyer’s journey. But used at a superficial level, you might as well aim that hammer right at your thumb. Let’s look..