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For a long time there has been a shift in the business and technology world to find ways to attract customers to their products and services.

This shift, has brought the rise of many brands as media companies. With companies needing to stay front and center in the mind of their customers, it has been content, perhaps more than even products and services that has become the essential ingredient to being visible in a cluttered digital world.

In consumer markets we have seen this with Red Bull, Coca-Cola, Proctor and Gamble and many more all building massive media empires that connect consumers to brands all day long.

However, this trend may be even more prominent in the technology space. Companies like Adobe, Cisco, IBM have all made massive investments in content hubs to engage their communities. Verizon made an even bigger bet on content when they agreed to purchase Yahoo! earlier this year.

Now, one more massive communications and technology company has joined the “All in on Content” race as AT&T, has agreed to terms to purchase Time Warner. Now, not only are they the service provider, but they are also content producers that have a greater opportunity to impact the customer experience by delivering their customers more of the content they want and expanding the offerings that AT&T brings via mobile, internet and cable.

The trend of every brand growing their media arsenal is only in its earliest days and this trend will continue as technology and tools have simplified content creation for brands.

From the examples mentioned above to Netflix and Amazon…We are seeing that companies are fully seeing the big picture that delivering the most compelling and timely content is a highly important strategic initiative for businesses looking to stay relevant in the age of rapid technological change.

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