Once upon a time — as in, the 1990s — brands spent huge amounts of time and money creating outreach: brochures, websites, ad campaigns, media campaigns, newsletters and direct mail, to name a few.

Since then, technology has profoundly changed how business content is created, disseminated and consumed. But content marketing isn’t new, and neither is the concept behind it: Generally speaking, people require information before they are comfortable with making a purchase.

That’s why we don’t buy the claims that content marketing is dead or on its way out. Sure, some content marketers are seeing diminished returns due to the glut of content vying for consumers’ attention. But it simply isn’t realistic from a competitive standpoint for brands to drop their content marketing efforts!

Content is still king. Assuming you are actively creating quality content to feed your marketing machine, you don’t need to change a thing — as long you are working consistently on developing an engaged and ever-larger slice of the audience. More…