In today’s fast moving search and social Web, content flows in every direction throughout a variety of platforms, formats and devices. In fact, by the year 2020, a study from Ericsson reports that there will be over 50 billion Internet connected devices. Ubiquitous Internet access is enabling consumers and brands alike to create, consume, publish, interact and transact — anytime, anywhere.
At the same time, brands are answering the call to create more value for customers during the buying cycle through content marketing. Companies are adopting publisher models of content and media creation that are beginning to rival the reach and influence of the publications in their industry.
What do these changes mean for public relations and communications professionals? How is PR competitively positioned over marketing and advertising in a content-centric Web?