Skyword Appointment Signals Growth of Content Marketing
The announcement this week that Robert J. Murray, global president of iProspect, has left the leading digital agency to become president of Skyword is yet the latest signal of the growing importance of content marketing in the business of advertising. The appointment was first reported by the New York Times, and Murray is expected to start June 3 at the company's headquarters in Boston.
Content marketing refers to editorial content including articles, video clips, TV shows, etc. that is created on behalf of marketers and advertisers. It is also known as branded content and to some extent branded entertainment. And among the nation's leading providers of this type of content is Skyword, which earlier this month closed a $6.7 million in growth financing led by Cox Media Group.
The investment, said Skyword and Cox Media Group in a joint statement, will be used to expand the team and help scale the company to meet increasing customer and partner needs as content marketing "becomes an integral part of brand marketing initiatives and digital content production for media companies."
Skyword recently recruited two long-time Hispanic sales executives: Former Terra.com Michele Azan, and former Vme and Azteca America Court Stroud.