Content marketing is best for brands.
Adam Rifkin stashed this in Advertising
The new hotness in advertising is... CONTENT!!
There is only one true branding mechanism online and that’s content marketing. What makes me so certain? Well, for starters, content marketing enables brands to share their story in long form and in their own words. An incredible sea of change in the way information is shared and distrbuted online means that for the first time ever, any brand can create its own content affordably and at scale. The story can come in the form of blogs, articles, reviews, ebooks or videos. It can be low-cost or it can be professionally produced. But let’s be clear: we’re not talking about ads! It’s real, interesting content that delivers informational or entertainment value.
Content marketing is a strategy with two obvious pillars: content and marketing. ‘Content’ means the creation of original content or the curation of content for the benefit of your audience. ‘Marketing’ means getting people to discover and engage with your content.
Just like search 10 years ago and social 5 years ago, the best ad minds are now thinking about content.
Search, social, content.
It's the natural evolution of digital media.