Is a marketing career path even a thing anymore? As we approach Content Marketing World 2024, I’m struck by how much has changed in just 12 months. In my opening keynote talk last year, I proclaimed, “Content marketing is marketing.” It felt slightly provocative at the time. As it turns out, the entire marketing practice has evolved to embrace something familiar to those practicing content marketing: delivering value through trusted content-driven experiences. Independent of the paid, owned, and earned media approach, most marketing organizations focus more on creating trust than grabbing attention. To be clear, I don’t mean to