Mark Osborne warns that many companies disguise ads as content, recruiting thought leaders to build topic-focused hubs that look editorial but function as marketing. The line between genuine content and native advertising has blurred into something harder to spot.
So many companies fall into the trap of turning, of essentially thinly veiled advertisements disguised or named content. They're not even really disguised. It's sort of right out there in the open. One of the strategies that we've seen for companies that are trying to do the same thing that you're doing of creating the best place on the internet for content around a topic is that they'll actually go out and recruit sort of thought leaders and best-in-class thinkers and best-in-class content creators
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
