Is It ok for Marketers To Build a Home on Rented Land Now? [Video]
The CMI team says, “Early content marketing was obsessed with building engagement on owned platforms, like blogs, email, and websites. But as algorithm-driven reach changes the discoverability game, the old-school rented media restrictions no longer apply. What’s emerging to take their place? Robert Rose points to a new model for marketing success: Build original programming worth renting reach for, then cultivate a welcoming home base your audience will want to live in. Read this week’s Rose-Colored Glasses for more details.”
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