Legions of marketing and communication professionals had their training during the era of mass communication, resulting in the belief that the best way to attract attention is to talk long and hard about themselves. The media produces content the public wants -- content that's not simply pushed into the faces of its audience but, rather, where the audience has made a conscious choice to engage in the content. Take a lesson from the media world and find out more about why (and how) to take the brand out of branded content.

What keeps you up at night about your content marketing program? How to prove its value? How to manage the tech stack? What about your team? Your peers at brands lauded for their content approach reveal how they address the challenges.

The production processes of a broadcast news story and a piece of content marketing are more similar than they appear. A former journalist turned content marketer shares seven techniques you should consider implementing.

On this week's This Old Marketing podcast, we talk more about native advertising and the debate on content marketing as journalism. We also include our usual Rants & Raves segment and another example from the long history of content marketing. Listen in, and let us know what you think.

This B2C Content Marketer of the Year finalist’s mission is to use the power of words to benefit the world. That’s evident in his work at the two largest U.S. magazines, which together deliver a one-two punch against stereotypes.

This week, we weigh in on Next Fifteen's content marketing agency acquisition, debate the merit of Omnicom's recommendation about shifting TV ad budgets to online video, and reflect on the meteoric growth of branded content at Huffington Post. Our rants include a takedown of the negative response to an article on brand journalism's evolution, and a video from author Harlan Ellison on "getting paid." We wrap up with a #This Old Marketing example of the week on one way space travel was marketed to the public.

One-dimensional views of a story’s effectiveness don’t cut it at Aon. Evaluating the impact of its brand journalism platform led its senior director of content to customize a scorecard. She’s a Content Marketer of the Year finalist.

To help you understand how content marketing should mesh with your organization's other marketing efforts, the Content Marketing Institute team took a fresh look at the discipline and examined how it relates to other common techniques. Find out how content marketing fits with your marketing plan.

This week, we explore Facebook's Journalism Project, and find irony in an attack on Star Magazine. Our rants include a soda promotion that fizzled out; then we wrap up with a lesson on finding your growth potential through content.

The Federal Trade Commission has signaled it intends to watch — and possibly regulate — how brands and the media handle native advertising. Unfortunately, the agency is only highlighting how out of touch it is with today's media landscape. Find out why native advertising won't survive, no matter what the FTC does.

Improve your content marketing by learning from a field responsible for producing content people will buy for hundreds of years – journalism. These nine journalistic lessons will help you better engage and build trust with readers.

Content marketing continues to gain acceptance at all types of companies, and many believe it's now mainstream in business. Here are 5 effective content marketing habits you can use to help your company stand out in the growing crowd.