Content marketing has become so widespread and shown to be effective that brands are now changing how they market themselves.
They no longer just want to just put together an ad.
They want content created instead or to go with it.
Check out this post called “State of Content Marketing: You Say You Want a Revolution?” by Shane Snow and learn more…
“Revolution. That’s the term that Brian Alvey, the man who built the software underlying three generations of digital publishers, uses to describe a buzz in the marketing industry that has reached crescendo over the last twelve months: Advertisers don’t want to just make ads that run alongside other people’s content anymore; a surging number of them want to be publishers themselves.
“’The revolution occurred,’ Alvey says, because, ‘the audience is now in charge.’
“Brands have been publishers for almost as long as publishers have been publishers. Tractor maker John Deere has been publishing a corporate magazine called The Furrow since 1895. But it was the late aughts when corporations like Coca-Cola and P&G started embracing the Internet’s chant, “We’re all publishers now.” They began trading homepages for magazines, press releases for documentary-style storytelling, 30-second spots for web series.
“Today, the chorus has become more frenzied. Because of social media’s massive new influence, ‘publish or perish,’ is now no longer just the dreaded axiom of academics; brands—and their agencies—are saying that those who don’t embrace the trend will be left behind.
“Perhaps that’s overdramatic. But the recent success of brand publishing (and long history) indicate that the practice may be more than a fad, and that those that refuse to embrace it may find themselves in a difficult position in a few years.”
Photo by desertdarlene
- Is Content Marketing Traditional Advertising’s New Rival? (INFOGRAPHIC) (baybusinesshelp.com)