On top of their multi-million dollar advertising budgets, huge companies are now diving into an arena previously dominated by traditional media. They’re producing videos, releasing interviews with top executives, and providing unique looks inside their organization on their own specialized websites.
It’s a way to present a carefully crafted message to consumers, and change the way traditional media interacts with companies. Content marketing overall has become at least a $16.6 billion business, and these sites are taking a growing share . We spoke to Alexander Jutkowitz, the managing partner partner of Group SJR, a digital firm which helps run content sites for GE, Credit Suisse, Target, and Barneys about why companies are doing it.