Content marketing: education before measurement

Brooke Hemphill

When it comes to content marketing for print publishers, educating salespeople and client relations staff to understand how the medium works is vital to build trust.

Content marketing is developing a solid track record at the top of the funnel as more advertisers embrace the possibilities.

That's the view of Alice Kimberley, Head of Strategy and Insights at publisher VICE: "It does a really good job of awareness. It shifts affiliation consideration hugely, more than a lot of classic media placement advertisements can."

Advertisers, Kimberley believes, can also utilise content marketing to gain insight into their desired audience.

"The joy of working with brands in this space is giving them a window into a world. They can understand how people actually behave and what they care...

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