Best practices with content marketing: What normative data says about effectiveness

Christian Kugel

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Introduction and intent

Content marketing is clearly a growing field. Whether in terms of investment, client interest, number of programs, or number of practitioners, 2015 has seen a notable increase in the attention given to this space. AOL has spent the past three years researching, measuring the effectiveness of and illuminating human truths around digital content marketing. This paper represents a synthesis of that investment and effort. Specifically, it covers three concepts, with research, data and evidence to support the assertions in each. And in doing so, the intention is to contribute to the collective knowledge of the overall industry.