Interactive Content Can Save Content Marketing From the Dark Side

Not long ago, in a marketing department not far, far away, we saw the rise of content marketing. It began as a young, idealistic movement to help educate, enlighten, and entertain self-empowered buyers in the digital world. An elegant marketing for a more civilized age.

But increasingly, it’s become seduced to the dark side, pursuing an imperialistic march toward volume over value. In too many companies, it’s more machine now than human, churning out rote blog posts, statistically unsound survey reports, and clone armies of e-books, infographics, white papers and webinars.

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