Content marketing has become a new trend in today’s growing campaign and by looking at the results achieved by cast of Anchorman 2, it seems to be working. The crew was everywhere months before the movie release and their time was not wasted. By not directly referencing back to the film their ventures proved successful in increased sales of a certain automobile manufacturer. It’s important though to remember that content marketing does not have the ability to save bad product and it is more geared toward long term and not short term marketing.

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What Anchorman 2 taught us about content marketing – Econsultancy (blog)