I think there’s a good chance that content marketing in the future will look a lot more like branded editorial and a lot less like classic lead-gen. It appears that for the fastest-growing companies, this is already the case.
We need our smartphones, notifications screens and web browsers to be exoskeletons for our minds and interpersonal relationships that put our values, not our impulses, first. People’s time is valuable. And we should protect it with the same rigor as privacy and other digital rights.