Lessons for the world beyond interruption

In all the debates about the demise of traditional advertising, especially online, one paradigm is often highlighted as the possible salvation: content. This July, a book on this phenomenon, named The Definitive Guide to Strategic Content Marketing, co-written by ex-Googler Lazar Dzamic and a former editor of Best of Content Marketing Annual Justin Kirby, was published. Where, in their words, ‘it’s about the 'Why?', the philosophy, not the 'How?', the tactics