AT&T and IBM are among the major marketers putting a new emphasis on Web site content by hiring third-party firms to create it or by tapping the expertise of clients for their sites, according to this article. "Having a core content strategy is the secret to engaging an audience," said Paul Beck, senior partner and executive director of digital at Ogilvy Worldwide, IBM's agency. "We already know some of the most trusted sources are not brand content. We're not hiding from it."
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