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"This post was authored by Shane Snow, co-founder and CCO of Contently.\nRevolution. That\u2019s the term Brian Alvey, the man who built the software underlying three generations of digital publishers, uses to describe a buzz that has reached a crescendo over the last 12 months: Advertisers don\u2019t want to just make ads that run alongside other people\u2019s content anymore; a surging number of them want to be publishers themselves.\n\"The revolution occurred,\" Alvey says, \"[because] the audience is now in charge.\" Brands have been publishers for almost as long as publishers have been publishers. (Tractor maker John Deere has been publishing a corporate magazine called The Furrow since 1895.) But it wasn't until the late aughts that corporations like Coca-Cola and P&amp;G started embracing the Internet's chant, \"We're all publishers now.\" They began trading homepages for magazines, press releases for documentary-style storytelling and 30-second spots for web series.\nSee also: Get Ready for the Content Arms Race\nToday, the chorus has become more frenzied. Because of social media\u2019s massive new influence, \"publish or perish,\" is now no longer just the dreaded axiom of academics; brands \u2014 and their agencies \u2014 are saying that those who don\u2019t embrace the trend will be left behind.\nPerhaps that\u2019s overdramatic. But the recent success (and long history) of brand publishing indicates that the practice is more than a fad, and that those that refuse to embrace it may find themselves in a difficult position in a few years.\nIf you\u2019re in marketing, you\u2019ve likely heard the buzz \u2014 Red Bull\u2019s magazine circulates to 2 million people a month; American Express attracts millions of small business owners to its stories on OpenForum.com; Dove\u2019s \"Real Beauty Sketches\" video became the most viewed \"ad\" of all-time. In response, creative and PR agencies are adding \"content marketing\" to their lists of offerings, and hiring away some of the traditional magazine world\u2019s best editors to run publications for their clients. Brands building newsrooms in-house are doing the same."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2014/04/22/content-revolution-brandspeak/>