Produce, amplify and analyse: Content marketing’s three building blocks

Mukta Lad

Content marketing is a long-term activity that doesn’t deliver immediate success but it is effective and JLL’s Gauri Jaisingh explains how organisations can be persuaded to invest in and support it.

Those who have got content marketing right have seen “immense long-term benefits”, says Gauri Jaisingh, senior director and global content strategist of JLL.

She was speaking at the Marketing 360 Influence virtual conference’s session on how organisations should approach the world of effective content marketing and why the C-suite of organisations must invest in it.

The first benefit one can derive from content marketing is “brand building”.

“It all starts with aiding brand building, where we get the preference of the customers,” said Jaisingh. “Marketing content then helps with visibility and [with] creating a much-needed differentiation.”

Next, brand building leads...

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