Last month Writing Boots readers revealed that they knew little and cared less about a notion called "content marketing."

Yet, the concept has enough gravity that it drew 650 human beings to Cleveland, Ohio, for a conference called Content Marketing World 2011.

I was there.

Marketing consultant Joe Pulizzi, who conceived the event as an extension of his self-invented Content Marketing Institute, addressed the crowd on the first day and encouraged them to get to know their fellow "content marketing people—people who get it."

In a special issue of ContentWise, I explain what, exactly, the people who get it think they've got.

(Among other things, they've got their work cut out for them.)