Is content marketing just Emperor's New Clothes?

Content marketing was placed under the microscope at a recent briefing co-hosted by B2B Marketing and Waggener Edstrom. Alex Aspinall reports...

It’s definitely the concept du jour in marketing circles. Brands across the B2B spectrum and beyond are scratching their collective heads trying to create and/or curate constant streams of compelling content designed to position themselves as entities offering more than just financial transactions. 

Relatively few people are arguing against the central theories of content marketing; these techniques seem in keeping with the current technological and buyer landscapes. But there are some brave enough to question whether or not these ideas really represent anything new. And it was this point, which came relatively late in the day at the event, that sparked the most interesting debate. Indeed, it’s one still rumbling on long after the event reached its conclusion.