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These Industry Leaders Want to Bring 'Coherence' to Content Marketing

Reps from Digitas, AmEx and The NYT formed a committee

The purpose of the group is to “clearly differentiate content from advertising and avoid the trap that ‘everything is content.’”
sara.jerde
By Sara Jerde

Leaders at the forefront of the content marketing industry are coming together to establish standards and solutions surrounding issues that, they say, have persisted for years.

Digitas put out a call last year to form a Content Coalition Steering Committee that would work together from different facets of the industry. The committee includes representatives from American Express, Hewlett Packard Enterprise, Carat, Turner and The New York Times.

“Content marketing is one of the fastest growing markets in the industry, but continues to have some big challenges,” said Scott Donaton, chief content officer of Digitas.

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sara.jerde

Sara Jerde

Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.

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