There's a massive amount of buzz coming out of fMC, Facebook's conference for marketers, with a heavy focus on new ad models and placement opportunities. The real story - the one with the greatest impact on both brands and Facebook users - is the start of the 30-day clock on the mandatory rollout of Facebook Timeline for Brands.

Just like Timeline for individual users is intended as a way to more completely tell personal stories, Timeline for brands is all about telling the brand story. The redesign shifts the focus off of the previously ubiquitous contest and promotion-heavy landing tabs, and onto the story of the brand itself as told through photos, videos, and posts.

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The content engine is a handy analogy to describe the role of a content agency: We build the engine, fuel it, and constantly fine tune it. Strategies, sites, publications, processes, and so on are the engine itself; content is the fuel; analytics and insights are how you fine tune it.

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