Technology has changed the game. Consumers can ignore advertising and marketing at will. To break through the clutter, brands need to tell remarkable stories worth listening to and become the media in the process.

The Story of Content: Rise of the New Marketing, a new documentary by the Content Marketing Institute, is the first comprehensive film of its kind for the industry. It explores the evolution of content marketing through the eyes of the world’s biggest leading brands such as Red Bull, Kraft and Marriott; and marketing influencers, including Joe Pulizzi, Ann Handley, Scott Stratten, Jay Baer and more. Featuring case studies from early pioneers to today’s marketing innovators, you’ll learn how content marketing has been–and will continue– to change business and media forever.

Download our discussion guide to explore the documentary and its theme more deeply, and help you share the conversation with your executives, your colleagues, your associations and beyond:

A Content Marketing Institute Film

if you look in your email inbox, you look at Facebook, you look at Twitter, you look at Pinterest, you look at Instagram, you look at any of that, you will see, literally adjacent, here’s something from my company and then here’s something from your mom.

Executive Producer
There’s been too much content forever, you know since Gutenberg invented the printing press, there’s been people who haven’t had the time to read the bible, right?

Content Marketing is simply, you know it’s a nice term and lots of people, consultants go around saying, “Oh look, I know what this is”.But it’s been hot and important and impactful and effective for over a century now.

It’s like, somebody’s in the market who isn’t just shouting about their products, they’re actually doing some cool stuff for their customers. Well, you might be surprised to hear that I think it’s very powerful, right?

I mean, so it’s one of those things that I think is really, you know, Seth Godin has said that content is really the only marketing that’s left, and absolutely believe that.

It’s really the only way that a business, going forward, is gonna differentiate itself in a very crazy, noisy marketplace. But until you get to the real heart of it, which is where is the customer, what’s the customer involved in and what’s the customer get out of this?

I think it’s essentially, kind of a, who cares.

Story of Content

Story of Content Rise of the New Marketing

Old fashioned Camera Rolling

Right now, while we sit in this meeting, mass selling, using all the spectacular resources of sound, pictures and animated cartoons in colour, is helping to sell great masses of people in the way they like to be sold.

Brands and Branding

Are really an artifact of the 1960s, ’70s, and ’80s. That’s when we had big mass media, television dominated everything. The family all gathered around in the evening, watch TV.

Advertising came on and what we did is we created commonality, in other words, the family next door saw the same television commercials that I saw.

That’s where you found out about new products or services in the marketplace. that’s where you found out about new brands that might be great for your home.

So marketing for a long time has been about the interruption.

You know, I have to interrupt your day by putting on a television commercial when you’re watching the game, or watching your favourite drama, or have to put in an advertisement for when you’re thumbing through the magazine that will cause you to stop, or reading a newspaper that will cause you to stop, or God forbid, call you at home with an unwanted message.


“Marketing is really just about sharing your passion”. -Michael Hyatt
“Focus on the present. It’s the best gift you can give yourself.” -Carrie Kerpen
“The cost of being wrong is less than the cost of doing nothing.” -Seth Godin


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