Brands Love Content—When They Make It

The wall between publisher and product continues to erode

     Thanks to the ease of self-publishing online, marketing has looked increasingly like publishing with each year, and it’s only going to continue moving in that direction. In a panel at today’s Digitas NewFront conference, marketers from SAP, American Express and General Electric discussed their shifts toward branded publishing, concluding that eventually, the difference between brand content producers and media outlets will be indistinguishable. For example, said Steven Rosenbaum, author of the book Curation Nation, many advertisers now employ in-house content strategists to plan distribution and content marketing around their digital publishing campaigns, he said.