Why advertisers and marketers are finding themselves in a world of "publish or perish."

The importance of content marketing is hardly a revelation to anyone reading these pages.  What is new according to Steve Rubel, Chief Content Strategist for Edelman, is that media companies are waking up to the idea of sponsored content creating a world of opportunity for marketers and their agencies.  And while this notion may send off alarm bells for purists worried about where the content stops and the advertising begins, the reality is that media companies need new sources of revenue and sponsored content could be the answer.

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