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Future of Content Marketing

The problem with content marketing today is that everyone from media companies to agencies to consumer brands has become a publisher who is filling the web with stuff that is 99% useless and ignored. We need to do better partly because the word "content" itself has become meaningless.

All too often, people who use the word “content” have no idea what marcom collateral they want to create, no idea why they should produce it, and no idea how they should measure it because the word “content” means nothing precise, specific, or useful. To be successful content marketers in the future, we need an entirely different approach based on the traditional marcom process that very few marketers discuss anymore.

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The problem with content marketing today is that everyone from media companies to agencies to consumer brands has become a publisher who is filling the web with stuff that is 99% useless and ignored. We need to do better partly because the word "content" itself has become meaningless. All too often, people who use the word “content” have no idea what marcom collateral they want to create, no idea why they should produce it, and no idea how they should measure it because the word “content” means nothing precise, specific, or useful. To be successful content marketers in the future, we need an entirely different approach based on the traditional marcom process that very few marketers discuss anymore.

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