Fairfax Media on brand-building with content marketing in Australia
A recent Content Marketing Institute survey of Australian marketers found 81% of organisations are using content marketing, but only 46% have a clear and documented strategy behind it.
According to Simon Smith, managing director of Made - Fairfax Media's content marketing arm - investing in content without a strategy is a complete waste of a brand's time.
"Strategy has got to come first - if you don't have the right strategy, your content will just be another piece of content on the internet that's never seen," he said, in...