Scope on Communication

Content marketing, also known as brand journalism is an emerging discipline that has exploded over the past few years thanks to digital and connective media.

Organizations like Coca-Cola, HSBC and Whole Foods are becoming publishers in their own right and engaging with their target audiences by creating and sharing rich content through their owned channels.

As with most trends, there is a tendency to question whether content marketing is a temporary PR craze or a genuine shift in what really drives customer interest.

Here are a few customer-focused reasons why content marketing is here to stay:

  1. People enjoy stories. It’s in our DNA – we want to hear interesting, funny and engaging stories about the brands and organizations we like. In fact, we often appreciate good stories even if we are not fans or users of a particular product or service. Content marketing favors storytelling. It allows brands to find…

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