Is Content Marketing a Sustainable Marketing Strategy?

Posted on B2B Marketing Insider September 2014 Last week at content marketing world, I was asked to moderate a panel with two very distinguished experts in the content marketing space. The panelists were Mark Schaefer and Marcus Sheridan. And our session was titled “Is The Death Of Content Marketing Imminent?” So first, the context. On January 6th, Mark Schaefer wrote a post on his popular {Grow} site called “Content Shock: Why Content Marketing Is Not A Sustainable Strategy.” He used his theory to support the statement that content marketing isn’t sustainable. And predictably, that got a few people worked up.…