‘The Brand as Publisher Masterplan – Reinventing Content Marketing for the Next Decade’ – MOZ
Simon Penson says, “Content marketing has an image problem.
Like all potentially transformational opportunities, the world sees something glistening and jumps in head first to claim a piece of the next “goldmine.”
The ensuing digital gold rush that follows often creates a stampede to be first, rather than best, and normally strategic thinking is usurped and instead replaced with a brain-out approach to delivery.
And in the case of the content marketing revolution, the result has been an outpouring of disconnected content that adds little value and serves very few, leaving many with nothing more than a handful of “failed” content campaigns to show for the effort.
It’s something I see every day, and it is incredibly saddening.
Content marketing, you see, is not the answer to those prayers. It’s simply part of a much broader strategic picture that I call the “Brand as Publisher” play; a reset of the core principles behind the content marketing charge”.
The Brand as Publisher Masterplan – Reinventing Content Marketing for the Next Decade
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