"Understanding what content marketing is and where it's headed next
....content marketing is the new advertising, meaning more and more brands ought to shift budgets towards owned media rather than invest in ephemeral campaigns on paid media.
....Many brands still invest in a 30 seconds spot during the Super Bowl, yet you will also see them spread the buzz days before via Youtube and social media. Finally, Chris Brogan recently wrote that Content Marketing is Not Branding, and he makes some very valid points.
Via Marc Rougier