Content marketing is seemingly everywhere these days, with native ads and sponsored posts becoming standard procedure for publications and brands across every industry evolving into content creators. But why is content so big now? Why has the method exploded in popularity?
The answer is that content works, and better than the alternatives. In the digital age, traditional marketing and advertising are losing their effectiveness. Consumers have so much competition for their attention online that they can easily ignore the techniques that have worked for brands for almost a century. They have such an enormous amount of information at their fingertips that, in many ways, they’re immune to advertiser’s appeals and marketer’s messages.
Savvy modern consumers need to be engaged. They need something interesting or valuable from a brand, rather than the same old sales pitch. And that’s where content comes in.
