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Home » Documentary- The Story of Content: Rise of the New Marketing

Documentary- The Story of Content: Rise of the New Marketing

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Technology has changed the game. Consumers can ignore advertising and marketing at will. To break through the clutter, brands need to tell remarkable stories worth listening to and become the media in the process. Download a discussion guide here:

⭐️ The Story of Content: Rise of the New Marketing, a new documentary by the Content Marketing Institute, is the first comprehensive film of its kind for the industry. It explores the evolution of content marketing through the eyes of the world’s biggest leading brands such as Red Bull, Kraft and Marriott; and marketing influencers, including Joe Pulizzi, Ann Handley, Scott Stratten, Jay Baer and more. Featuring case studies from early pioneers to today’s marketing innovators, you’ll learn how content marketing has been–and will continue– to change business and media forever.

00:00 Intro
7:00 – John Deere case study
10:30 – Procter & Gamble case study
13:20 – History of custom publishing
17:00 – Blendtec case study
23:15 – River Pools case study
29:09 – Red Bull case study
33:40 – Marriott case study
36:25 – Jyske Bank case study


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46 thoughts on “Documentary- The Story of Content: Rise of the New Marketing”

  1. I am a Digital marketing executive in a tech company and I agree 100% with everything on this video. To be honest , I fell inlove with my job even more after watching this documentary. Thank a million

  2. Clinical trial results and medical innovations languish on a library shelf or in some forgotten database an average of 17 years before being put into practice. Nearly $200 million is spent finding results and producing innovations. Content marketing can slash 15 years off dissemination & implementation ( D&I ) to more quickly improve the lives of patients who can benefit from more effective therapies, medical devices and selfcare. This documentary is a powerful "why" for practicing content marketing D&I.

  3. Hi Joe , watching this again a eye opener for those looking content marketing as a fresh start ,Lot of input information and case study really help us to see what brand , what product , what channel all need to see from consumer angle and blew the horn , Thanks

  4. I am preparing a PhD thesis on the role of content marketing in creating a competitive advantage for the product. I am looking for a more detailed explanation of the elements of content marketing. Can you help me?

  5. Yeah, but people see ads coming.. Like what content are we talking about here? Like what SeatGeek has done with David Dobrik or Cody Ko? Or just articles or videos describing or engaging with products? I'm really struggling to envision other examples… like isn't this just another iteration of porduct placement? This just seems like yet another mothership buzzword that far too many people find themselves convinced by because they chose a career in sales or marketing. Like the will-it-blend anecdote is an extreme example. like try to imagine another example of this… Dyson doing a will it vacuum series? A farmer seeing how high a tomato vine could grow? People dont always buy things because their product is extremely durable or capable. Also, the swimming pool example is again interesting because people are fascinated by fibre glass and how things are made with it. Also they happen to just provide videos on it before anyone else did. not as many people are going to watch the construction of aluminium window frames or Bike helmets.

  6. What a amazing and informative documentary

    I started my MBA. And this documentary gave me new sight to see on marketing and understanding customers.
    Totally loved it

  7. This is a great way to approach marketing going forward! I also love that you featured HOMAGE in this. I absolutely love that company, but that's probably because I'm a Buckeye. Nicely done!

  8. This is itself an example of what it describes and "critiques". Corporate fluff really is the dominant aesthetic approach on the internet. Self deprecating expert talking heads, bland generic score, defanged Adam Curtis montage style, self important info nuggets that serve the narrative and flattering the audience. Add some self optimization tropes and some 'community' babble and the algorithms should patch you through to the alienated, confused, lonely type of audience looking for some orientation this was made for. Nice pitch.

  9. After watching the documentary “The Story of Content: Rise of the New Marketing”. A lot of things had occurred and reoccurred for me. This is my highlight “Branding is the artifact of the 1960s, 70s, and 80s, and what was most importantly learned is that through an interruption in the delivery of animation, sound fixtures, and colors targeting specific audiences based on gender, age group, cultural background, interests and financial status, which dates back to the method of the 4P’s, the deep roots of marketing. It’s all about persuasion through interruption. What reoccurred to me is that: the best way to market is through Mass-Media which used to be newspapers, tv, magazines and etc. today’s age Mass-media is the social media which is the free market that directly connects the company to its customer, which isn’t the case back in the ’60s through late ’80s. Social Media has given companies more than just a free market, it gave companies power to connect with consumers direct giving the consumer a human-like relationship with the company. Additionally, it has given the company an opportunity to access complaints and reviews directly which improves the companies flaws and aids in solving both consumer and company issues at a direct level. Rise of the new marketing documentary was very educational, informative, and interesting. Personally, I enjoyed every minute of it.

  10. As a digital marketing student and content creator I think this documentary is a must, from the point of view of the companies this is a good way to lead to their customer without sending them direct advertising and the customers appreciate this at the same time you are creating an extra value for your target

  11. I never knew whether it would be worth my time watching this video, and it turned out to be one of the most valuable ones. It has opened the shut doors to thinking like a human, being a human and thus easily connecting with other human beings, that is real marketing.

  12. You hit the nail on the head. What was custom publishing earlier (because much of it was in print), is now content marketing (it's both print and online). The growth of trade publications is the best testimony to that. People want to consume content from specialists. Therefore, generalist publications are on the decline; print even more so. Yes, there is an information overload right now. But the right resource is never short of an audience, be it a food blog, a growth marketing social media group, an Instagram/Facebook page, and so on. The mediums are aplenty, but the message and its impact is the same. The more informative you are, the more reliable you become. And that builds trust and reputation; which is the essence of brand building, and thereby content marketing. This was a wonderful collation of data from different experts on content marketing. I would urge CMI to do more of these; perhaps on a weekly basis. Get every good content marketer on your platform and produce the same kind of content you have produced in this episode. Do it for 1000 people, and you will become the go-to resource on YouTube as well. I am looking at 10M followers in 2-3 years if you do this at a regular clip.

  13. theres so much euphemism almost like they don't realize they just use nothing but rhetorical appeals in everyday speech. Kind of seems like it'd be hard to follow if not already familiar with the necessary job of sophist. Formally it's like, a story of ethos, systems, time, stuff like that. Marketing is interesting from a philosophical perspective.

  14. Life's been pretty hard on us creators but now i see why… We have a very special gift! Mostof us have been creating since a kid just not online. I really see this being 1 of the top professions very soon. IF UR A CREATOR, DON'T GIVE UP🙏 WE ARE TOO CLOSE!

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