The internet was not created to make traditional print more efficient. It was created to dynamically connect the world’s demand for content with no limitations, restrictions, boundaries, filters, or gatekeepers with the creators who inspire and move them.
The key to overall success is to make the vital connection to the active 20% who are influencing the reactive 80%. Classical media used to be a loudspeaker, now it is just an echo. If you are just reporting, you don’t have a future, because today’s evolving consumer has decided to follow the source, instead of couriers, thus shifting power back to the real content creators.
High quality blogs and content driven storytelling are key features of successful, social engaging advertising and a critical step in the evolution of new publishing media.