Research indicates that 78 percent of CMOs think content is the future of marketing. And two thirds of marketers think branded content is superior to PR, direct mail, and print advertising. That’s huge.
This is largely because social media has gotten us comfortable having conversations with companies. Businesses are more than excited to put their content in our Facebook streams, next to pictures of our loved ones and story links from The New York Times. As the majority of corporations start thinking of themselves as publishers, the defining characteristic among the successful ones will be the ability to not just spew content, but to craft compelling stories.
Fact is, no one cares about your marketing goals. But everyone likes a good story. The businesses that can tell one (and there are some really good ones right now) will have increasing advantage.