How brands are fuelling the content revolution

This event report explores some of the issues around content marketing and explains how brands can use different publishing models, distribution and targeting to generate engagement.

How brands are fuelling the content revolution

Andrea Sophocleous

According to Ayal Steiner, the general manager of technology platform Outbrain Australia & New Zealand, content marketing is a much more pleasant way of selling a product than old-fashioned advertising.

Steiner was speaking at the recent Mumbrella360 conference held in Sydney, in a session titled The Content Revolution. Describing late night chat shows such as Conan O'Brien as content marketing because every guest is there to promote a movie, a new music album or their political views, Steiner said people enjoy content marketing because "it's not pushy or promotional in nature"....

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