Times are changing. The Internet is cluttered with ads all competing for the attention of consumers. In order to stand out from the masses, brands need to start acting like media companies.
Sarah Hofstetter, president of social agency 360i, says that content needs to be part of the marketing mix for brands to stay relevant and constant in today’s world of real-time relevance.
But distribution is key and is often overlooked. Distribution is what ensures that a brand’s content gets shared and should play a big role in the branded content strategy.