The rise of "content" is a fundamental 21st century marketing phenomenon. But is "advertising," deliberate messages broadcast at one time to swathes of people, dead?
Design improvements are usually implemented incrementally, even granularly. Over time, however, the look and feel of advertising can evolve significantly when based on data that fuel content optimization: test, learn, apply.
One of the hardest parts of preparing an article, and I think most writers will agree with me here, is getting the beginning just right. What's the right "point of entry" to the subject being discussed? What aspect of it should you address first?