Success with content marketing

James Morris
MediaCom Beyond Advertising

Content falls into three categories: Inspire, Inform and Involve. Each performs a different role, and only by understanding these in relation to your brand's core challenges, and coupling this with appropriate distribution, will your content marketing be effective.

Right now, content marketing is hot. It's on most advertisers' to do lists: indeed, according to eConsultancy and Adobe, 39% put it on their top digital marketing priorities list in 2013 (eMarketer, Digital Trends for 2013, 10 January 2013), and I'd expect that even more are looking at it in 2014.

However, the risk is that too many brands will do something ineffective and then give up. Nothing puts a marketing director off a communications channel more than a poor experience. And once someone's had a bad experience, it can take years for them to try again.