Marketing in a digital economy is more difficult now than it was in the days of mass media. Then, big budgets and strong messages were enough to get consumers to remember you. Today, not only have audiences fragmented, requiring a more targeted approach, but digital activity is tracked — so even if you succeed in building brand awareness, your rivals can retarget those consumers with competing offers.

That’s why many brands have turned to content. Rather than paying to be sandwiched within ad breaks and between editorial pages, content marketing lets brands communicate directly with consumers. Unfortunately though, the result is all too often a longer-form version of the same old ads. Marketers need to change their approach. Here are four questions that will help you create a viable strategy.


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