Why It's Time to Reset Expectations for Content Marketing

Why It’s Time to Reset Expectations for Content Marketing

Mark Ritson, a marketing professor at the Melbourne Business School in Australia, recently published a column at Marketing Week titled “Is content marketing a load of bollocks?” As you might expect, the column created quite a stir in the content marketing world. Professor Ritson makes two arguments in his column. First, he contends that content marketing isn’t really different from …