By Jonathan Bacon

Disruption has become a popular marketing buzzword in recent years, used primarily to refer to innovative businesses such as Airbnb and Uber that have turned traditional industries like the hotel and transport sectors upside-down.

Yet as these companies have grown at a rapid rate, disruption has also become the goal of more established brands as they look to keep pace with advances in technology and changing consumer behaviours.

Content marketing is becoming a vital tool in brands’ quest to be disruptive. Creating content allows marketers to be experimental and flexible in how they represent their brand and communicate with consumers. Read full story ›

Source: Marketing Week