Content Marketing - Brands are Content

Good read in Foliomag.   Notable:
"Corporations are the new content providers, jumping with both feet into the province once deemed the sacred right of publishing houses.The new marketers call it "content marketing." Its roots are in the earlier formation of custom publishing and the concepts of branded content"

"Change in consumer behavior. Today's sophisticated, Internet-savvy consumer looks for valuable and informative content from any sources. This consumer does not care if the content comes from "credible, traditional sources." Media in North America is evolving much like the UK's, where seven of the top ten newsstand publications are custom publications...."

"The "Anti-Sell." The more informed the consumer or buyer is, the more difficult it is to sell them. Smart marketers know this and are creating strong brand relationships by providing good, authoritative, even leadership-type content. Media companies are often in reverse, giving in more and more to advertising demands that weaken the editorial product in efforts to maintain ad dollars..."

If you are into this, you may like my most recent presentation on The Future of Advertising and Branding (just published it yesterday); you may also like to browse my other posts on Advertising.