While those of us who are believers in Content Marketing have been diligently spreading the word, proponents ofcrowdsourcing have been screaming from the rooftops with all the subtlety of a tent show revival aboutthe buzzword of 2010. But is crowdsourcing really all its cracked up to be? Can brands really harness it to their benefit? As a marketer your resources, both human and financial, are limited, so where should you be looking to shift your time and money?
It’s important to understand whatContent Marketing and Crowdsourcing are, what they can (and can’t do) and how they can be used (and misused). I think the biggest area of, if not confusion then perhaps misunderstanding, is with crowdsourcing. Right now a lot of brands are using crowdsourcing like a cudgel instead of a scalpel. They are trying to grab as many consumers as possible, throw a challenge, any challenge, at them and see if they can catch lightning in a bottle.
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