Jake Sorofman hits the nail on the head in his recent blog post about how content marketing is here to stay, and not just another fad. He describes how content marketing is not simply another shift of marketers moving from hard-selling to soft-selling:
But here’s why I see today’s “iteration” of soft-selling as far more than the rhythmic sweep of the pendulum: the disaggregation of audiences, the fragmentation of buying journeys and the rise of earned media represent a massive structural shift for marketers that fundamentally requires a softer approach to selling.”
The most vocal opponents of content marketing will be quick to point out the challenge of determining ROI. However, this challenge in content marketing will quickly dissipate in the coming years as marketers improve their content marketing supply chain from a people, process and technology perspective.
Read original article at Gartner Blog Network…