BBC Global News: The science of engagement
Background
Content-led marketing is now an established part of the marketer's armoury. As advertisers spend vast sums of money producing content, media owners are forming specialist teams to provide the best solutions to their clients. Over the next few years, it's anticipated that this area will account for a greater share of advertising budgets, and spend will increase significantly.
This expected growth implies the industry is confident that content marketing delivers for brands. Perhaps somewhat surprisingly, this confidence is based on very little evidence. Around half of marketers in the...