This post was originally published at contentmarketinginstitute.com
As content marketing grows more popular than Justin Bieber, there’s one question I keep hearing from those who are innately suspicious of fads (i.e., people like me):
“What’s so new about content marketing? It’s just what good marketers have always done.”
This is one of the content marketing backlash arguments that I’ve talked about here on CMI and on my company’s blog, but I think it’s worth drilling down into this one a bit further.
Of course, the “nothing new here” brigade has a point: Content has always been an important part of many marketing plans (generally the better ones).