Content Marketing: the emperor’s new clothes?
Let us start by making a confession. We at Open have a love-hate relationship to content marketing. On the one hand, the term bugs us because it's so all encompassing, vague and devoid of strategic emphasis. Content marketing? Come again? At the same time, we love the possibilities that exciting new digital tools and platforms are opening for the world’s storytellers. In a way, we are hooked too.
