Hasta La Creative!

Our industry has finally woken up to the power of content marketing. According to eMarketer, 59% of marketers plan to increase their investment in content marketing. Not surprisingly, there’s a cottage industry growing to help brands cheaply and easily create content. From distribution to measurement, there seems to be a new tool popping up every day.

Personally, I’m getting nasty flashbacks to the early days of banner ads. When banner ads first came out, the marketing industry treated them like rebranded laundry detergent — “new and improved!” So, we shifted a bunch of dollars online and used half-baked data to prove it worked. Until, of course, we realized it didn’t.

The reason banners didn’t fulfill their promise isn’t that they were completely flawed. It’s because we didn’t look at them from a strategic standpoint. We didn’t understand their role, how to measure them or how to optimize them.

Continue reading at AdAge.com