Content Strategy Report: Lessons from the 2017 WARC Awards

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.
  • Content strategies work across both short- and long-term campaigns, but they appear to perform better within the latter.
  • Data can transform content strategy and practitioners should regard it as "a friend" and better integrate Google Trends, social listening and tracking.
  • Considering PR at the start of the content marketing strategy can pay dividends, particularly when attempting to reach millennials, which 40% of shortlisted case studies were.
  • There is still a noticeable knowledge gap in how content works and the benefits it can offer to brands beyond soft metrics.
  • Also included are summaries of winning case studies...

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