Genuine Brand Publishing Needs to Trump Generic Content Marketing

Can’t just tick a box on media plans

 Content marketing, alleged industry savior for publishers, advertisers and marketers alike, is going through a bit of a crisis of conscience. As a medium it’s come so far and so fast that it’s outstripped any guidelines or definitions—and as such risks descending into a sort of perilous nonstate, where unscrupulous hucksters and bad actors take control and ruin the fun for everyone.