Write down the eight guiding principles for valuable content marketing and stick them on the wall by your desk. These are words you don't want to forget. The internet has changed the world. It has levelled the playing field for the small guy. There are many tools to tell the world we are here now. They are very powerful. And very free. But, also, available to everyone else. So we have to learn how to use these tools well. Or die. With a good website, blog, email newsletter and social media presence you have the basic building blocks in place if you want content marketing to work for you. They're all part of what we call the `valuable content universe'. The purpose of this chapter is to give you an overview of the main content creation and distribution tools that make up this universe, and some advice on how best to configure them to build a community that supports your business.