New technologies have made it easier than ever to create and publish your own digital content. William Morassutti, content editorial director at Venture Communications, says they shoot plenty of video profiles using just a smart phone—a big shift from as recently as eight years ago, when a video shoot required a whole team and a much bigger budget. The difference between Morassutti's videos and those shot by a teenager and posted to Facebook? Morassutti avails himself of a team of editors to make the videos look "slick."

While it still takes a pro (or two) to create professional-looking videos for web, it's far more cost effective today than it was a decade ago. "Companies that, in the past, might not have been able to compete with big media brands, big publishing houses, big television networks can become their own publisher—you're publishing this podcast! Technology has made all of these things possible," says Morassutti.

Video is just one of several ways companies are appealing to costumers with content, rather than more heavy-handed ads. Whether it's a guest blog on a relevant site or an entire site populated with content that subtly pushes a company message and brand, the soft sell is in. The trend has companies turning to content marketers like Morassutti for help.

According to Morassutti, the most effective content marketing is "subtle and artful." Louis Vuitton's digital platform Nowness is one of Morassutti's favourite examples of a brand that, rather than push it's products, has created a world that's emblematic of their brand. "It's leading with engagement, with what is of interest to the people you're trying to reach, then in a subtle way, coming in with your message and your brand," he explains.

Morassutti advises business owners looking to create this type of content to hire someone with experience, not just someone with an iPhone and a Facebook account. "You want someone who has a broad range of experience in media, journalism and content creation; someone who's extremely resourceful. Think of it as a hybrid: you have to have the editorial and creative chops, but you also have to have a strong business sense."

Why a strong business sense? Morassutti says as a content director he negotiates every day with writers, designers and video production houses. As a business owner, once you hire a content director, you can't micromanage the process. Set your budget, but hire someone with business sense and you won't have to.