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Content marketing has reached a crossroads. Technologies serving the industry are becoming increasingly more sophisticated. Content marketing, digital publishing, and social media are converging. The digital marketing landscape is becoming increasingly fragmented. Even changes in wider sociological factors and consumer mindsets are having an impact on the way we find, consume and share content.
Recently, I was chatting with the CEO of one of the leading digital agencies. Talk turned to competitors, and I asked what firms his firm found itself bidding against most frequently. Usual-suspect names cropped up (Digitas, Sapient Nitro). But so did PwC, a name that would have never cropped up in the same discussion five years ago.
… clouds. Already, they're beginning to use terms such as "content alignment" and "converged media" in sales collateral and value propositions. Converged media, the blending of paid, owned and earned media, is also contributing to this trend. With content at the core of advertising, social media and PR, as well as a brand's owned media channels…