There are so many writers and blogs on Internet. Brand marketers can choose from these. There could be one firm which is content marketer. It partners with the content writers and bloggers. A soap maker will choose the relevant content and will put its advertisement there. Scatter is such tool. It charges advertisers for content, either on cost per word or articles purchased. The revenus earned from advertisers is shared by the content marketer with the publishers. To begin with, this was restricted to social media. Content marketers provide a platform to content owners and brands to come together. Video is the future of content marketing.Videos carry SEO titles.

Brands have become publishers. They publish targeted campaign from time to time. It could lead to direct conversions into sale, but a lot of content cannot achieve this. Every piece of content is not for conversion. A lot of content builds up a reputation for the brand among the target audience. The end objective is to build an emotional connect with the target audience. This will lead to conversions over a period of time. It is difficult to measure this. Though content marketing is used by the brands, the traditional channels of marketing continue to co-exist with it. Brand identity is the fulcrum around which all marketing efforts are directed. There should not be content marketing for the sake of doing it. Marketers must identify the essence of the brand first. This then should reflect in all forms of marketing.

Consumers resent anything that is not relevant to them, or which they find intrusive. They welcome messages that add value. Permission marketing is put in this context. Permission marketing is to be executed properly. There should not be sporadic or yes-no type messaging. The idea is to build a two-way engagement between the brands and the consumer.

Apple’s latest software for the iPhone and iPad is inimical to advertising. i0s9 operating system will allow the owners to download web browser extensions that can block advertising from being shown while they surf the web. This is not very encouraging. Apple has extended an olive branch — an app called News which will allow publishers to bypass blockers so that they can offer ads. Alternatively, they can let Apple sell ads and share the revenue. Publishers may think of new business models to make up for the lost advertising revenue. They can sell more sponsored content. It is a new form advertising popularized by Internet publishers called Buzzfeed. Here the advertisers pay for the articles.