Ditch the pitch: Out with in-your-face advertising, in with branded content

This article outlines some of the benefits of expanding the use of branded content, and offers some advice for creating good quality content.

Ditch the pitch: Out with in-your-face advertising, in with branded content

Chuck Kapelke

Videos. Blogs. Advertorials. Infographics. White papers. According to the Content Marketing Institute (CMI), nearly three-quarters of business-to-consumer marketers are producing more content now than last year — and those companies that consider themselves effective at content marketing already are investing even more.

"Content marketing is getting a new resurgence because there are no barriers to entry in the publishing field now," says Joe Pulizzi, founder of the CMI, which produced the report B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends — North Americain conjunction with...

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