The strategy aims to keep content visible and viable over a period of time.
This piece notes that brands should adopt sustainable content marketing strategies to compete against AI-powered business and the changing information environment. A Sustainable content marketing strategy, which is ethical and transparent, can help companies to grow and increase consumer trust.
External content disruptions like marketing AI and technology giants such as Netflix have changed the information and content landscapes. To survive, compete and engage consumers in this changing landscape, brands should send out consistent and regular email newsletters to their consumers.
The author suggests that brands should further create content which can meet the long-term requirements of their audiences. Marketers should also refurbish their existing content while conducting regular content audits across the organisation to keep it consistent and relevant.
[6 minute read]