"Yes, content marketing, as an industry, is taking off. But it’s important to realize where brand content came from to understand the direction it should be heading in. Brands have been telling stories for centuries. It started when they had just a few channels at their disposal, and continues today — at a time where they literally have hundreds of media channels to choose from for marketing.
"A quality story that is told to the right person at the right time will always cut through the clutter. There will be another new channel tomorrow… and another one the next day. It’s easy to be seduced by the new. As smart content marketers, we need to keep in mind that channels come and go, but good stories (and storytelling) last forever."