Last week I was honored to kick off theNewsCred Content Marketing Summit.
So I decided to change up my standard Content Marketing Imperative talk. And explain a little more about why I bet my career on content marketing.
I believe content marketing is no longer a question, but an imperative for every brand – large and small, across every industry, in B2B and for consumer brands as well.
The reason is because all of us are now firmly in control of our content experiences. We opt-in to the content we want to watch, read, share and binge on. We opt out of the ads we don’t want and will not accept interruptions to the content experiences we want to consume or share.
The effectiveness of traditional promotional marketing is on the decline in every channel and across every format. We receive 5,000 marketing messages a day. We ignore 99.9% of banner on the websites we visit. We ignore more than 90% of the emails we receive. We skip commercials, throw away mail we don’t want and screen calls from unknown telephone numbers.
In today’s always-on, hyper-connected world, the only option for brands to connect with their audiences is to create, publish and share stories people love.
