Content Marketing is often explained with the short sentence “brands should act like publishers”. This is a terrible explanation. Why? Let me explain.
The explanation “brands / companies become publishers” isn’t wrong, but it ignores a fundamental aspect. If everybody who publishes does content marketing, it would mean that pretty much every blogger out there does so. But a blogger isn’t necessarily a Content Marketer. And you may get a whole lot of traffic with your published posts, it doesn’t mean you’ve got a successful marketing strategy…
