Two words: Social Media

Marketers came to think of Facebook, Twitter and Instagram as the venues for frequent "microblogging" and engaging with their readership. While this de-prioritized speed and innovation in the content management of their eponymous digital properties, we are now seeing new content marketing trends require new tools to meet the demands of higher content velocity.

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Content Marketing = Demand Generation

When marketers craft messaging that engages audiences, the benefits of converting these readers to respond to and share content relevant to their business value propositions requires landing these readers on the brand's website and other digital properties. The modern marketer knows not to rely on their social media channels for establishing mindshare with their target community.