The goal of advanced content marketing is to enhance a brand’s ability to influence behavior through sustained content creation, fundamentally changing how audiences perceive that brand. This progressive approach to operationalizing editorial content has driven many marketing teams to start evolving into newsrooms.

The idea of distributing an article that contains no commercial messaging is still very foreign to many marketers. For brand marketers in particular, it’s difficult to believe that an editorial article (containing no commercial features or benefit messaging) can achieve the same reach and influence as a display ad, for instance. However, content can provide the reach they seek, thanks to the development of content discovery “engines” such as Outbrain and Taboola (among others). And, a real opportunity for marketers now exists to drive business impact using this modern distribution network more appropriately, and in tandem with “traditional” digital advertising instruments.

Read more about the insights shared by top content marketing strategists along with other contributors to this story at the Content Marketing Institute.