This study explores how the skillsets of journalists, marketers, and publishers are balanced in digital content marketing, an approach to online advertising that promotes sustained consumption of ads by presenting them as desired media experiences. This exploration is accomplished in two parts. First, by providing a detailed investigation of digital content marketing as a practice, including its history, approaches, growth, and challenges. Second, through analysis of ECHO Storytelling Agency, a Vancouver BC-based custom publisher that expanded to begin offering digital content marketing services in 2014.
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