Modern marketing’s evolution leads to what you classically understand as “content marketing.”
A main theme in my new book, Content Marketing Strategy, is that overall descriptions of modern marketing contain strong elements of managing content and evolving operations, so marketing acts more like an internal media company.
I won’t stretch the comparison too far because the definitions involve an integration, not a replacement. Classic marketing and content marketing have always had an intricate relationship. But the new, pronounced focus on operating like a media company – and getting your owned media house in order – is telling. More and more marketing teams recognize the value of building an audience.
