Over the past 8 years of running the Owned Media team at Nordic Morning and working with some of the biggest brands in the Nordics (and indeed the world), the experiences I’ve gathered have increasingly come together into one overarching picture of where digital marketing is headed and what it takes to succeed.
I feel it’s time to get these thoughts ‘on paper’ since I see a lot of confused and overwhelmed marketers also trying to make sense of everything in the midst of the greatest industrial shift the world has seen.
So hopefully before too long I’ll start publishing some of these ideas here and see if it offers clarity to anyone else.
One of the most central issues I wish to discuss is the fact that brands are struggling to produce and manage the volumes of content required by audiences that seem to have a thirst for content that simply can’t be quenched.
And while we reach for marketing technology to automate and industrialise creative processes there’s something of a backlash from the creative people at the heart of these very processes. Let’s have a look at how to tackle these seemingly opposing views.
Can content marketing as a creative endeavour survive the industrialisation of the marketing industry?