Thanks to social media, we’re getting used to big companies talking directly to us instead of just advertising next to what we’re reading.
When you’re consuming content in a stream — as we do when using Twitter, Facebook or one of the many other social networks — a story from The New York Times, an update from your crazy uncle, and a link to a cleverly captioned photo from Oreo all flow in the same river, and get equal weight.
Today, tools such as Twitter and WordPress have led to an explosion of brands producing and spreading content, competing with traditional media for audience attention and employing journalists as creative storytellers.
If all the content marketing statistics floating around the Web are to be trusted, brand publishing is now a staple of the modern marketing diet. This is why the term “brand newsroom” has been floating around advertising circles in 2013 — brands have recognized that in a social-media world, telling true stories is a better way to win hearts and minds than interrupting people with ads. Read more