Revolution. That’s the term Brian Alvey, the man who built the software underlying three generations of digital publishers, uses to describe a buzz that has reached a crescendo over the last twelve months: Advertisers don’t want to just make ads that run alongside other people’s content anymore. A surging number of them want to be publishers themselves.
“The revolution occurred,“ Alvey says, “[because] the audience is now in charge.”
It’s a chorus that has become frenzied. Because of social media’s massive new influence, “publish or perish” is now no longer just the dreaded axiom of academics; brands—and their agencies—are saying that those who don’t embrace the trend will be left behind. Perhaps that’s overdramatic, but there’s little doubt that investment in content is delivering tremendous returns for industry leaders.
In Contently’s new report, “State of Content Marketing 2014,” we examine which brands, vendors, and voices are driving the brand storytelling movement, and analyze the four key trends that will decide the future of advertising. Download “State of Content Marketing 2014” below.