Content Foundations and Evolution

Among the competing channels featured in Econsultancy’s Future of Marketing survey, one stood out in terms of increasing importance – content marketing. Driven by the combination of a tumultuous media environment, increasing customer acquisition costs and changes to the measurement landscape, content plays an increasingly vital part in any brand’s marketing strategy.​

This example-rich, 60-minute session will explore:​

  • How to develop an effective content marketing strategy and use content to support business objectives at every stage of the customer journey. ​
  • How to optimise your content and then amplify it across owned, earned and paid channels.​
  • Ways of creating effective content that cut through the noise, engage your target audience and build relationships and trust. ​
  • How the content landscape is evolving, from the maturation of influencer marketing and the creator economy to the impact of AI.

Resources

The Future of Marketing

Econsultancy’s annual Future of Marketing report brings together survey results from more than 800 marketing professionals, covering marketing priorities for the next two years and the key trends shaping the industry, from data and privacy to generative AI.

Content Marketing Best Practice Guide

Content plays a vital part in any brand’s marketing strategy, supporting business objectives at every stage of the purchase funnel. This report provides best practice guidance on building an effective content marketing strategy to enable brands to engage audiences in creative ways that promote authenticity and trust.

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Social Media Strategy Best Practice Guide

A guide providing marketers with a framework for developing a social media strategy, summarising the main considerations including frameworks and models for connecting with audiences, successful strategies for integrating customer service into social media and the opportunities of social listening.