The Drum has launched episode five of Everything You Need to Know – About Content Marketing, in association with PulsePoint, a video series designed to give marketers all the essential information they need about this hot industry topic in an under-three-minute video.
It is the second series of Everything You Need to Know, developed by The Drum to provide marketers with an easy intro to the latest technologies, techniques and thinking in the industry.
The fifth episode, Optimisation, explores how marketers can use technology to continuously optimise their content campaigns.
According to a recent PulsePoint study, 58% of marketers and publishers agreed that technology would bring both better measurement and optimisation techniques. Of marketers surveyed in 2014, 83% believed that content marketing would be programmatically powered by 2017.
As Penny Bartram, Bloomberg’s EMEA head of marketing, explains: “For advertisers and our own custom publishing teams alike, it requires a shift in mindset - we don't publish once and forget about it. We automatically and in real time adjust and adapt our distribution strategies for each piece, based on an audience's feedback.”
The episode discusses everything from the effects of simple headline changes to the growing importance of creative segmentation.
EYNTK ‘s aim is to provide marketers with a way to find out everything you need to know about each crucial subject in one short film, something they can watch in the back of a taxi on the way to their next crucial meeting on the subject.
Everything You Need to Know is not designed to be the last definitive word on each subject. Instead, each film is intended to provide the essential information needed to fully understand each area.
The next, and final, episode will look at the future of content marketing.
The entire EYNTK series will be hosted at a dedicated hub here.