Perspective on the short-sightedness of content marketing in digital

Provocative headline to drive clicks, but there is truth here that everyday advertising agencies just DO NOT UNDERSTAND. Simply put, content marketing doesn’t work because it needs two attributes to be successful, a long-term commitment and high-quality content. And both of these requirements have high demands in terms of time and effort. Because of this, […]

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Guardian: The existential tension between content marketing and advertising

Without a captive audience then, there\’s no such thing as \’advertising\’ any more. Adverts are no longer separate, rarified entities that can be held in higher mystique by ad-land creatives – they\’re just a piece of content that may or may not be found by a consumer seeking to be entertained or informed. And, frankly, […]

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