Content marketing in 2014 – Cutting through the clutter

David Tiltman

This article comes from Warc's Toolkit 2014 report, a review of the key challenges facing brands this year, and how the smartest marketers are responding. Download the full report

At a glance: The rise of content clutter

Key arguments in this article:

  1. As brand investment in content grows, there is increasing competition for eyeballs. Brands are looking at various strategies to cut through, and publishers are developing a range of paid-for opportunities to help them. The current interest in 'native' advertising is part of this trend.

  2. Greater relevancy through 'real-time' content is a second strategy, though this is a resource-intensive option.