Content marketing has lost is focus and failed to evolve. So says Hedvig Lyche, the former Isentia global strategy head and Singapore-based general manager in this Mumbrella Asia story.
What utter rubbish.
Like everyone in digital marketing, I’ve watched the fascinating King Content/Isentia saga evolve. Until now, I’ve stayed silent because there was more than enough commentary out there.
But Lyche’s comment is enough to make anyone bite. Not only is she wrong, but the opposite is true: content, and more broadly, storytelling is the most important trend in marketing today.
Let me explain, right after declaring my interest. I’m the co-founder of Filtered Media, a 30-person strong brand storytelling agency in Sydney. We work with great Australian and multinational brands who need content marketing, PR, social, events and media production services.
So, of course I’m going to defend content marketing. But equally, I’m well qualified to make the case because I’m living the story, witnessing results, and have a thriving business to prove it. And if that’s not enough, let me throw in relevant third party data to make my case.