The convergence of media, marketing, and technology has redefined the mechanics of building brands in the modern world.
In a social era dominated by digital media, brands express their value and perspective through storytelling, making content the language brands use to communicate. Thus, the most impactful brands understand that content is more than a marketing strategy; it is also a tool to design consumer culture and build communities.
Instead of focusing efforts toward creating catchy tag-lines, crafting clever campaigns, or producing viral-worthy content, companies that thrive in today’s climate have mastered an ability to translate and directly impact the relationship between consumer culture and commerce.
This growing convergence has caused the media business to become the new advertising industry, the music business has become the new media industry, and advertising has evolved to become the new entertainment industry. These notable shifts have transformed the role of brands and creative agencies significantly.
To help you navigate the changing landscape, here are five emerging trends shaping the future of content marketing.