My latest article was published by The Drum today and builds on my recent White Paper on mapping the brand-funded content space. I argue that terms like branded content and content marketing are rapidly becoming redundant as the content becomes simply what marketing is and does now. However, the rapidly evolving space can be seen as a Venn Diagram that represents the key approach buckets:
The lines between these different continue to blur, which is why secret to content success appears to be how brands start playing through those lines rather than stick to one or other of the major approaches. You can read the full article here.