The shift in mind-set from copywriting-style marketing to content marketing takes a while for marketers and web authros to adjust to. There's more to it than first appears. And while this makes sense when people first think about it, actually applying content marketing in practice can be as uncommon as common sense.
I "met" Ambal on Twitter and paid attention to her because for weeks now she's been re-tweeting everything about Content Marketing. I have this keyword phrase set up to get an email alert whenever someone is "Tweeting" about it. I use both Twitter and TweetLater services for this. So when I kept seeing her tweets, I knew she was gathering information for something. (Another reason to use Twitter.)
If you're interested in learning about a niche, I suggest you start by doing the same thing Ambal is doing for her company: gathering information, learning, re-tweeting, and forming connections with other experts in the field. You can't go wrong.
This is content marketing in action. A great demonstration of how content and social networking are a marriage made in heaven.
What about you? Do you have alerts set up? Are you actively re-tweeting? Go on, get with the program!