Editor’s note: Scott Brinker is the CTO of ion Interactive.
Not long ago, in a marketing department not far, far away, we saw the rise of content marketing. It began as a young, idealistic movement to help educate, enlighten, and entertain self-empowered buyers in the digital world. An elegant marketing for a more civilized age.
But increasingly, it’s become seduced to the dark side, pursuing an imperialistic march toward volume over value. In too many companies, it’s more machine now than human, churning out rote blog posts, statistically unsound survey reports, and clone armies of e-books, infographics, white papers and webinars.
Many marketers live in fear of falling behind on ever more aggressive content publishing schedules. Fear leads to quantity. Quantity leads to haste. Haste leads to suffering — quality suffers, the audience suffers, and customer acquisition suffers.
Interactive Content Can Save Content Marketing From The Dark Side
