As someone with roots in the search marketing community it’s been amazing to see how the the phrase “content marketing” has been adopted and redefined.
Whether it’s opportunism or simply being adaptable to the times, the difference in approach to what content marketing is between digital marketing communities like Content Marketing Institute and many in the SEO and social media marketing world is striking.
For brands investing in content marketing, the difference between content for links / SEO and content for customers can be costly in terms of risk, return on investment and performance.
