The Content-Commerce-Community model shapes a new narrative wherein the same marketing campaign is able to guide the user through all the four purchase stages, making content marketing a much more accountable and measurable medium as opposed to just a creative one.

That meant there were three strategies available to media companies looking to survive on the Internet. First, cater to Google. This meant a heavy emphasis on both speed and SEO, and an investment in anticipating and creating content to answer consumer questions. Or you could cater to Facebook, which meant a heavy emphasis on click-bait and human i... See more