How content marketing works

Content marketing is experiencing significant budget growth, but to be effective it must be creative rather than just pushing brand messages.

How content marketing works

Darika AhrensLondonStock.com

When content marketing is creative and effective, it is a valuable marketing technique for building brand value. But if your content just pushes brand messages, it's not doing its job.

Procter & Gamble's radio shows like Guiding Lightfrom the 1920s, followed later by its TV shows, pioneered branded content and gave us the term 'soap opera'. So if branded content has been around so long, why is content marketing today such a high-growth area for marketing spend? (Customer content spending has risen 9.2% to $43.9 billion, according to the Custom Content...

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