“Before the turn of the century, there were only a handful of places in media, where brands could reach their target audience. In the age of the Internet, however, there is not only a much wider variety of new media gadgets but also a plethora of new environments that can host content.

As a result of this significantly expanded media landscape, a whole new form of marketing was born – content marketing. Instead of bombarding people with billboards, banner ads, and television commercials, content marketing provides a much “softer” approach to advertising by aiming to provide the audience with value either in form of entertainment or informational content.

A good example for content marketing done right is American Express’ “OPEN Forum,” which features helpful articles on leadership, marketing, and technology in an effort to become a trusted resource for business owners.

Over time, content marketing has proven the ability to change and enhance consumer behaviour over and over again. Here is how: Read the full article here. “