Mediatwits #178: How Far Can Content Marketing Go?

All this week we’ve been writing about the boom in content marketing. For those of you who don’t know, content marketing is - as the name would suggest - content, usually articles, purposely created to drive business for a company. As Simon Owens puts it, content marketing has been around for a long time before it was called content marketing. He notes the Michelin Guide was created to encourage early motorists to travel to restaurants and thus drive - pun intended - the sale of tires. But not every brand is seeking to create a cultural institution with their branded content. As Sarah Granger discovered, executives are hoping to shape the conversation around their company and personal brands by becoming “thought leaders.” This is also creating an alternative pathway for young J-school graduates who can don’t want to work in PR. So why are #Brands getting into the content game? And what about the problems of branded content appearing as editorial? What are the ethical considerations? We’ll break down the ins and outs of content marketing with guests Aileen Gallagher, at Syracuse University’s Newhouse School; Sarah Granger, author of The Digital Mystique: How the Culture of Connectivity Can Empower Your Life — Online and Off; Simon Owens, tech and media journalist; and regular guest Andrew Lih at American University.

Видео Mediatwits #178: How Far Can Content Marketing Go? канала MediaShift