Building a roadmap for content marketing: pointers from Lenovo, AXA and Yahoo
Low Lai Chow
At the 2015 Content Marketing Asia conference, held in Singapore in March, Rod Strother, director of digital and social centre of excellence for computer maker Lenovo, recalled a thought-provoking experience he had at a separate conference. Then, an Australian university professor had asked the crowd to think about the most important relationship they have in their lives before going on to guess that many people probably thought about their mother.
"How much is that relationship with your mother worth? Do you measure that?" asked...