Content marketing is having "a crisis of conscience," with its rapid uptake and malleable definition having the potential to dilute its power, writes Sam Slaughter, vice president of content at Contently. It's important for marketers to remember that the ultimate goal of brand content is to create a relationship with customers and give them something valuable that's tied to the brand. "When brands make the decision to use content ... they need to forget about being marketers and worry about being publishers," Slaughter writes.
Contently exec: Content must tell a compelling story
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