Creativity and Content MarketingMore than a decade after “content is king” ascended as a central tenet of digital media, the very term itself – content – has become marketing’s biggest buzzword.

Bill Gates was credited with crowning content as king in 1996 through a defining essay for 21st century marketing. In it, he paints a visionary picture of all organizations, large and small, offering information and entertainment to the market. As cost of production radically falls, he suggested all companies could become media companies and intense competition for attention would follow. In Gates’ words, the Internet would become the “multimedia equivalent of the photocopier,” in that it would allow content to be duplicated and shared with unprecedented efficiency.

Today, this copy-and-paste vision is reality. Shares, retweets, reblogs and repins are […]

Read Full Article: Is Creativity Missing In Content Marketing? – Forbes.