By Anthony O’Brien for Professional Planner, 30 April, 2018
Content marketing has been king for several years now, as companies clamour to reach and engage with their target audience.
The ubiquity of content marketing has subsequently created a fierce debate about what represents content and what is real news.
I read with interest a recent university study of PR professionals in the US that demonstrated 64 per cent of survey respondents believe that, within five years, most people will not be able to tell the difference between paid content, such as an advertorial, and real news journalism.
In the era of fake news, the line has unquestionably been blurred, as content and traditional journalism jostle to reach as many eyeballs as possible.