The following excerpt is from The Content Marketing Institute’s blog. It’s a guest post written by David Germano, Vice President, Content Marketing, outlining a different approach to owned media that brands should consider to truly see a sustainable owned media impact.

Fast, dramatic changes in the digital space have given brand marketers new opportunities to earn and sustain the consumer’s attention without paid media. Social platforms such as Facebook, Twitter, and Pinterest, to name just three, empower brands to communicate directly with an audience.

While many brands rush to leverage these direct-to-consumer channels, few have altered their brand narratives and their approach to content creation.  This lapse happens as they move from paying others to broadcast their brand content to leveraging it themselves for direct consumer engagement.

For the full-length version, click here to read “How Marketers are Shifting to Owned Media to Drive Impact.”