Content is the 'atomic unit' fuelling marketing  Shafqat Islam:
the founder and chief executive of NewsCred Shafqat Islam: the
founder and chief executive of NewsCred  Brands must stop
viewing content as a channel and instead see it as a
"foundational layer", according to the boss of a content
marketing company.  Speaking at the Cannes Lions Festival of
Creativity, Shafqat Islam, the founder and chief executive of
NewsCred, called on marketers to view content as the "atomic
unit of all marketing".  Islam argued. "A lot of people think of
content marketing as a channel but it’s actually not.  "We
believe that content is a horizontal layer, a foundational
layer. Whether it’s your website, whether it’s your blog,
whether it’s Facebook or Twitter or email, whatever marketing
channel you have, none of it works unless you have amazing
content.  "The brands that produce the best content will have a
competitive advantage."  Turning to the native advertising boom,
Islam said there had been a consumer backlash: "The ba