For years marketers have been pushing messages to consumers through commercials at sporting events, ads on TV, radio, outdoor and print. The communication was always one way, and product focused. When the Internet and mobile phone arrived, people had a way to instantly communicate with each other. And with the advent of instant messaging apps like WhatsApp, Line, and SnapChat, those conversations could also occur in groups. Social media brought in evolution of content marketing by gaving the consumers another channel to discuss their experiences with brands and products.

Brands like Burberry realized that marketers need to step back; consumers needed to do the talking. So, Burberry created its own social media platform.

Broader conversations became popular, with users sharing tips and solving each other’s problems. American Express took the community approach and launched OPEN Forum. You can think of it as a LinkedIn for small business owners. When LinkedIn came along, OPEN Forum decided to integrate with LinkedIn rather than compete against it.

Then individuals who posted good micro-content on social media channels started drawing hordes of followers. And brands acknowledged these individuals as influencers or digital brand ambassadors. Brands now talk to millions of followers through influencers. In fact, 2017 was the year of the influencer.
Looking back, over the past ten years, you will notice a shift in brand communication from marketer to the consumer. Consumers can now shut out the ‘noise’ and choose exactly what they want to consume.

Here’s a look at the evolution of content marketing over the past ten years.