One of the fundamental business changes wrought by the Web and the explosion of digital commerce and social networking is that essentially every large company is now a major creator of content.
“These days, everybody is a publisher,” observes Lou Scimecca, vice president and media product manager for Axis Pro, a business unit of Axis Insurance.
Consumer-product companies are building massive, online-magazine-like sites dedicated to topics such as health and parenting. Videos, blogs and tweets are now standard parts of almost every company’s marketing and messaging mission, whether they are in retail, manufacturing, financial services, technology, professional services or almost any other industry.
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