Chapter 21Content Marketing and Storytelling

Traditional advertising and marketing are dead. This is a bold statement, but it is true. You’ll realize this if you take a look around the media landscape. Yes, companies are still spending millions of dollars on Super Bowl ads, but even with those ads, you will still see a larger social media presence. Every network places Twitter hash tags in the corner of your television set. Companies, brands, and personalities offer their names and Twitter handles so viewers can follow them.

In his multimillion best-seller, Crush It, Gary Vaynerchuk talks about why billboards no longer work: “People aren’t looking at billboards; they aren’t even looking at the road anymore!” Television has a similar problem, ...

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