About 12 months ago, I covered some content marketing trendsto watch for 2017. I recently reread that post and most of the trends are very much in play for 2018 and beyond. Most enterprises are still working through creation of a true, living content marketing strategy for their organizations. Native advertising is still the gateway drug for many content marketing programs, and mobile is, well, it continues to be the flavor of every month as consumer use grows.

But some truly interesting events have occurred over the past few months that, I believe, begin to speak to the evolution of the content marketing practice itself.

Big Bets On Original Content

Reports surfaced recently that Apple, the most valuable company in the world based on stock market capitalization, is planning to invest over $1 billion on original content. (Robert and I discussed this at length in the This Old Marketing podcast Episode 197.) Although there is talk about this move positioning Apple to take on Netflix, we believe this move is more significant than Apple just getting into the television show or streaming video business. Apple needs to stay relevant and consistent; valuable programming can grow its audiences and keep their attention (just like for any other company). Read more

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