Content Marketing might be a lifeline for publishers but it is often dismissed as a load of old advertorials – nothing new. Some reach for smelling salts at the very mention. Others think that creating the right conditions for it to thrive will prove impossible. It is a frosty reception for the potential saviour of media economics.
The reason it has a new found vibrancy is that the Internet, since 2009, has been reorganised around real time streams instead of dedicated websites. This de-coupling of content from websites has empowered brands. They can create their own content and drop it directly into the stream.