‘Content Marketing’ Is a Dead End

To build a strong brand, think more like a media property and less like a content marketing operation

Beethoven’s Vision (1882) by Rudolf Hausleithner (Austrian, 1840–1918)/Artvee

The best “content marketing” — if you can call it that — looks like Yeezy, Pokémon, and Goop. In other words, it’s a core part of the business and product, and it’s not at all what most conventional…