A brand’s ability to evolve and adapt its content strategy is a powerful skill—one that can mean the difference between success and failure.
Consider The New York Times.
The Times was first published in 1851, and more than a century later, nytimes.com was launched. The publishers recognized that media consumption was expanding to the internet, and if they didn’t adapt by offering their articles online, their business would fold (no pun intended).
At the same time, the newspaper understood providing content only on the website would mean neglecting readers who preferred print over digital. By using both mediums in tandem, the publishers kept their existing customer base and expanded their audience.
