The customer-company relationship is in transition. We are moving from advertising as interruption to advertising as utility. And we should be moving from the notion of content marketing to the notion of “content as marketing” and “marketing as content”.
Why is this distinction important? Because content is not just a means to an end, it is (also) an end in itself. It has independent value. This leads to a new interaction continuum (RTC): from the relational, to the transactional, to the contractual.