Content marketing is a continuum; it started long ago when CPG companies created soap operas, then advertorials in print magazines became common practice, and now marketers are engaging consumers with instream media and branded content in digital magazines. The medium will continue to evolve, and the idea of native or branded content will continue to captivate us.
The market is flooded with content marketing opportunities that vary wildly in quality, all under the “native” umbrella. We are watching this slippery slope of quantity over quality start to take hold – content sold in bulk. My prediction is marketers who pursue quantity over quality will have content production fatigue by this time next year – with little brand lift to show for it. For great branded content to find its audience, it should look and feel like great editorial content.Content marketing will continue to be important in 2015 as marketers vie for reader attention in a cluttered media landscape.
Jennifer Catto, VP, Global Solutions & Content Production, Say Media
Originally posted Fourth Source 15 December 2014