Hype surrounding content marketing reached fever pitch in 2014. Heralded as the saviour of everything from digital display advertising to the 30 second spot, was there really any substance behind the content marketing spin?
If you talk to ten digital marketers, you’ll get ten different definitions of content marketing – we were all too busy relabeling whatever we did as content marketing to make much sense. But at its heart, content marketing is simple – it’s the use of publishing channels as opposed to advertising channels to achieve marketing goals. It’s about publishing YouTube content as opposed to advertising on YouTube; it’s about publishing apps, games and magazines as opposed to advertising in them. Read More