E-marketing Strategy: The Rise and Meaning of Content Marketing
And the final, and least cynical, argument I can make for the rise of content marketing is that people want to believe in something again. We know we're being manipulated, and we're rejecting it. We've come through a deeply cynical and profit-driven era of robotic customer service and disappointing corporate-customer interactions. We are beaten and battle-weary. We're looking—in a sea of faceless box stores with weary hourly employees reciting scripts handed down by overpaid executives—for companies, organizations, and real people we can meet, trust to try to do the right thing, and hold accountable. Content marketing levels the playing field and rips down ivory towers. It opens channels for honest two-way communication between company and customer, and it is, therefore, a welcome reprieve from our raging against untouchable CEOs.