Content Marketing is Exploding at SXSW

My overwhelming impression of the most important trend at SXSW is the unassailable arrival of content marketing. It’s been building for the past year, but the notion that the stuff that used to belong to PR and to the communications department has been hijacked by marketing. Put more diplomatically, there is both a new urgency on marketing’s side to develop a story, as opposed to an ad, and an even greater tendency for PR to follow marketing’s lead.

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