Content: Marketing's Best Hope, or More Hype?

What does it mean that Indium Corp., which makes soldering supplies, publishes 73 blogs on its website? Or that Red Bull, producer of late nights, operates a site where you can pay for the rights to its photos and videos? Or that American Express, L'Oréal, General Electric and other blue chips either directly or indirectly employ hundreds of journalists whose Pulitzer dreams have been transformed into groping for brand engagement and return on investment?