Does Content Marketing Live Up to the Hype?
Depending on your perspective, you may think content marketing is one more overhyped trend or the savior of marketing.
The truth is probably in between.
At Fahlgren Mortine, we’ve been doing content marketing since before it had a name, so you’ll have to excuse some eye-rolling when we read about the “content marketing revolution.”
But we recognize that the growth of search and broadband, along with the corresponding shrinkage and fragmentation of traditional media, has created new opportunities and, in some cases, mandated the strategic use of content in integrated, measurable campaigns.
And, there are new tools and tactics to consider that didn’t exist just a couple of years ago— native advertising and interactive video are two that come to mind. So, while we have no desire to contribute to the hype, we believe content marketing is important and worth talking about.
That’s why, in the next three weeks, our Aperture blog will feature a series of posts on the most important aspects of content marketing authored by members of our content marketing team. Topics will include brand storytelling, content marketing strategy, visual storytelling, measurement, technology and native advertising. We hope you find them useful.