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The future of content marketing is in video and data according to The Drum Content Awards judges

The judges of this year’s The Drum Content Awards have hailed data and video as the areas to watch.

Speaking to The Drum during the judging of this year’s inaugural awards, Vikki Chowney, director content strategies, Hill+Knowlton and Anna Watkins, managing director, Guardian Labs, both pointed to data as the future of content marketing.

“There’s so much available to us now, it’s easy to use and easy to interpret and when brand and businesses use data properly it can create truly interactive, personalised experiences that significantly give them the advantage,” remarked Chowney. “We’re just scraping the surface in terms of what can be done and achieved with the proper use and application of data.”

Watkins said: “The future of content is in data…there’s a huge amount of enthusiasm and appetite for content marketing, however, we’re lagging behind in terms of effective ROI models and the use of data.”

Championing video, was Mashable, executive director, EMEA, Ben Maher, who told The Drum: “The evolution of content marketing will come down to layering…finding the perfect moment for your content not just to fit the audience but the device they’re consuming on and the functionality of that device.

“Video is going to become more integral to everything we do, if someone is in an environment where they’ve got time to read long form that’s fantastic, but if they’ve only got time to consume a video we have to make sure that video is there and in a format that fits…that’s the big thing for next year.”

Of the calibre of entries to The Drum Content Awards the judges admitted they had exceeded their expectations. “That we had 299 entries is truly stellar for the first year of these awards,” said Watkins. “We’ve been having heated debates about who should be the Grand Prix winner and within each and every different category.”

Chowney added: “It’s a huge achievement to get so many entries from around the world and I think what that does is show how much great work is out there.”

The Drum Content Awards take place on Wednesday 18 November at the Emirates Stadium, London, to book tickets please visit The Drum Content Awards site.

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