Brands and Content Marketing: Beware the Hype

Michael Brito, the talented Senior Vice President of Social Business Planning at Edelman Digital (and all around good egg), recently wrote about two brands that are aggressively shifting much of their marketing focus into media centers. I find it encouraging that early corporate adopters are evolving their content marketing strategies into a much more holistic, participatory platform. Concurrent with this shift, however, there are other marketing trends that we should follow with a critical eye,

How much does your company charge?

There’s only one Wal-mart. Wal-mart is a company that only has one value proposition: cheap prices. It works with Wal-mart because they can sell the identical product cheaper than the next retail outlet. You’re not Wal-mart. You can’t go to work to figure out how to lower prices every day. Nor should you. Your company is unique and has what no other company has to offer. Your marketing goal should be to distinguish yourself amongst