In the dynamic world of modern marketing, content is making quite a comeback.
In fact, 55 percent of marketers plan to boost their content-marketing budgets in 2013, according to a survey conducted by Ad Age late last year.
Despite the numbers, traditionalists may wonder whether content’s truly worth its salt. If it’s properly planned and effectively executed, the answer is a resounding yes.
Brands from Ford to Target to Procter & Gamble have already made content a core part of their marketing strategies, creating purposeful media pieces that empower their loyal customers (and bring new ones into the fold).
Still, the question remains: What exactly is content, and what separates the kind that drives, enhances and inspires from the drivel?