Welcome to Friday and another edition of our Afternoon Timewaster, the best place to find the top content, marketing and PR articles from the last week or so. We’ve done the work already so you don’t have to.

1. More feeling!

In “Content Marketing Isn’t Really About Your Content,” Aaron Agius tackles a topic we’ve covered here at Scribewise: your content marketing likely won’t work unless it moves people to action and changes their behavior. To do this, it needs to be emotional, and it needs to tie back to your business goals. Content should draw people in and then give them the tools to succeed.

2. What the fastest 50 are up to

A recently published study captures how the 50 fastest-growing B2B companies are using sales and marketing to grow their customer base. “What Marketers Can Learn From the 50 Fastest-Growing B2B Companies” outlines how some companies are using–or not using–content as part of their marketing strategy. Read that to whet your appetite and then download the full study and dig in.

3. What’s your purpose?

When Jean-Louis Gassée speaks, you should listen. The former Apple Executive and Monday Note columnist has some advice on what a company motto should be–short and easy to remember. You should always be able to quickly describe what you do and why–no matter your company or your role. “…You must always be able to recite it. Even at 3 am. Even if you’re tired, drunk, and distraught. Even if your spouse just threw you out to the street in the rain in your underwear.” Read “The Power of Company Mottoes.”

4. If you build it, they will come 

Don’t put all your eggs in one basket. This is simple advice that applies to a lot of things in life, including content and social media. If you’re relying on Facebook or Twitter as the sole way to distribute your content, you’re likely in trouble. How many times have they changed their algorithm in the past five years? “Social Media is Not Your Content Marketing Hub” explains why social shouldn’t be your number one marketing tactic (and what should).