On Content as Marketing and Marketing as Content

We are in a new advertising era. We are moving from advertising as interruption to advertising as utility. Advertising should not be served; it should serve – it should be useful. And we should be moving from the notion of “content marketing” to the notion of “content as marketing” and “marketing as content.” Why is this distinction important? Because the content is not just a means to an end; it is an end in itself – the best advertising is content.