Technology is emerging that is not about the channel or ad. Instead, the content is the thing.Innovative content marketing platforms focus on creating better content experiences that the consumer self-discovers through search engines, content alerts and social networks. This flips the focus and optimization from the channel and ad to the content experience underneath and how the value is rewarded by these earned channels.
This paves the way for more resources to be spent on creating more valuable content experiences versus optimized ad creative and paid channel performance.
These technologies make it possible to use analytics to produce better creative that truly engages customers, creates and tracks behavior, permits continuous creative improvement and optimization and opens the door to a new age of storytelling....
Laura West has 60 ideas on how to be a creative thought leader and she uses a cool Prezi to illustrate.