2016 was the year when content truly became king in the digital world.
Some call it native advertising, others call it sponsored posts (in Rappler, we call it Brandrap). Content marketing has been around for a while, but it’s only in the last 4 years when it truly grew in form, audience, and revenue.
According to Content Marketing Institute’s 2016 B2B Report, 88% of businesses now use content marketing. In the Philippines, major local publishers now produce in-house, sponsored content regularly.
“2016 has been the year that everyone came to the table,” said Ben Young, CEO of Nudge Analytics.
It’s a far cry from what things were like two years ago, when infographics were the cusp of innovation in digital marketing. Now all publishers have infographics and Instagram posts.
So what comes next?