While the former position focuses on all that big data has to offer, the latter focuses on increasing consumer emotional involvement in the brand through social media and content marketing stories as well as on weaving the brand storyline into offline brand experiences and marketing initiatives.

FORBES: 5 Secrets to Use Storytelling for Brand Marketing Success

Essentially, a brand can (and should) be using content marketing to increase its perceived trustworthiness, thereby elevating brand equity.

FORBES: Content Creativity: Turning Point of View into Brand Equity

Together, they can help you craft compelling brand stories for your own content marketing and integrated marketing efforts.

FORBES: 5 Secrets to Use Storytelling for Brand Marketing Success

It is very much a fine line a given brand walks when it comes to branded content marketing.

FORBES: Using Branded Content In Your Content Marketing Arsenal

We asked Dan Vinh, VP Global Marketing, Renaissance Hotels at Marriott International, about how the brand is measuring the worth of its content.

FORBES: 5 Big Brands Confirm That Content Marketing Is The Key To Your Consumer

To discuss the evolving role of content, gyro Denver, in partnership with Forbes and in conjunction with the Business Marketing Association, recently hosted a CMO roundtable to address the importance of content and its relationship to brand equity.

FORBES: Content Creativity: Turning Point of View into Brand Equity

"The technological capabilities of the HUAWEI Ascend P2 will enable our customers to have the fastest access to all their content, with speeds up to 150 Mbps on our brand new 4G network, " said Florence Paour, Device Marketing Director, Orange France.

ENGADGET: Huawei Ascend P2 hitting Europe in Q2 for 399 euros, we go hands-on (update: video)