The Death of Content Marketing: Why Brands Must Become Cultural Currency — Medium

content ... will continue to become the commodity... simply too much of it... the effort it takes to make sure that content will travel far and wide makes for considerable effort. Many will do this well but more will fail...
If brands cannot create culture from scratch—they can co-create it with the right partners ... to do this at scale, they must understand the ecosystem of influence and re-structure internally to connect that ecosystem and approach peer to peer influence from all sides...
Brands will have to learn how to influence culture and sub cultures by collaborating with those who create it externally while coordinating their fractured functions internally. And they’ll have to do it in ways that can be repeated and scaled.