The pace of change is still accelerating
In 2013 Forrester told us that marketing had changed more in the last two years than in the previous fifty.
And this year The Economist has confidently forecast that marketing will fundamentally transform, again, by 2020.
It's maybe helpful to consider why content marketing exists, what is its purpose and why did it come into being?
Since the internet has come of age we live in a world where the customer is very much in the driving seat. These days the customer controls the decision making process and only approaches the sales and marketing folks once they have completed 70% of the process.
Brands use Content Marketing to re-involve themselves and assert influence over this customer decision-making process.
For those of you that like an adventure, the good news is that it's only just begun! Why? Because maintaining the old established ways is a very high risk strategy.