While the term content is deliberately broad, Sarah Barry says that in all its forms it has one thing in common: value.
Call it what you will – content marketing or brand publishing – but the idea that brands can create editorial and branded content has rewritten online advertising cultural norms over the past few years.
It’s in with the ‘brave new world’ of ‘engagement’ and out with ‘interruptive’ advertising. Brands are now looking to expand their reach online and engaging their audiences in a more meaningful exchange. Advertisers can no longer simply ‘pay their way’ – instead of thrusting their message upon their audience, more creativity and communicative soph
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