Strictly business: How Direct Line Group fixed its content marketing strategy
"The crux of my presentation is that content is strictly business," said Mark Evans, marketing director at Direct Line Group. He was addressing IAB UK's Content and Native conference held in London in September 2016.
The key to Evans' argument was that unless marketers can identify the metrics that lead to business results – sales and renewals – and show that their content improves those metrics, business leaders will not invest in content marketing in the long term. Creativity is important, but "it is about a measurement-led...