This passage from “6 Small Business Trends To Watch Out For In 2015” in Forbes:
Content Will Be King
Content marketing isn’t a new concept, but it will be more important than ever in 2015, particularly for small businesses with limited resources to spend on advertising and media relations. More small businesses will work with journalists, writers and editors as they move from a product-focused to a customer-focused message, says Joe Pulizzi, founder of the Content Marketing Institute, which is launching a platform aimed at helping entrepreneurs and startups with content marketing needs. “As more content creators lose their job with traditional media companies,” he says, “this will present a clear opportunity for smaller companies to work with expert talent in particular industry niches.”
It seems to be common sense to me. It always has been true. But I suspect that the strategy gets more attention now due to the fact that other options appear less likely.