Better content marketing means a ground-up agency shift

03/11/2013 | iMedia Connection

Most traditional marketers are not prepared for the content-marketing revolution, writes Outbrain Senior Vice President of Strategy Gilad de Vries. That's because the "big idea" top-down approach is more like several campaign sprints when content marketing is more like a marathon. Similarly, media agencies accustomed to search, display and social are typically concentrating on the wrong part of the funnel. Think of social as as a tactic in overarching strategy and consider "native content placements with publishers like Buzzfeed and Forbes, leveraging the power of content discovery platforms, or working with influencers and bloggers" for better content amplification, writes de Vries.

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