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From
hbr
The diminishing effectiveness of conventional advertising and the rise of social media have led more and more brands to embrace content marketing. More and more companies are seeing themselves not just as advertisers, but as publishers, launching digital newsrooms, podcasts, and other forms of branded content in order keep their brands, perspectives, and value propositions in front of customers.
I wrote about this in the past numerous times and it is great to see HBR and others recognize this important trend: companies are sitting on huge amounts of information they can use to extract meaningful information and share it with their clients and employees to attract and retain them.
For example, look at jawbone and how they do it