"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Scott Allan, chief marketing officer at AddThis.
Billions of dollars are being poured into content these days. Chief content officers are in demand, commanding six-figure salaries, while 71% of marketers plan to increase their content marketing budgets in 2014. BIA/Kelsey estimates that investments in native advertising will reach $5 billion by 2017, a startling forecast in a category hatched just a few years ago.
Everyone agrees that content is king. But will all the money flowing into content marketing help or hurt brands given the questionable value of what’s been published over the past decade?
The demand for fresh content and the need to fill the space left behind by laid-off journalists led to a deluge of contributed pieces that many consider far from insightful or unbiased. And since the material is optimized for keywords, the content continues to resurface long after its shelf life has expired. This makes it harder, not easier for customers to find the information they need.