Creating the right content to engage with customers has become increasingly important. Research by the Content Marketing Institute recently found that 57% of marketers have not been devoting enough time to content marketing, with 40% facing strategy issues.
So what can marketers do differently? The Drum, in partnership with programmatic advertising technology company PulsePoint, has launched a report exploring key areas marketers need to focus on to achieve success in their content marketing campaigns.
The report, Everything You Need to Know About Content Marketing, examines the role of data, machine learning, and various optimisation tools to help marketers better connect with their customers. It is based on insights derived from The Drum’s popular Everything You Need to Know About Content Marketing six-part video series. Shot in the back of a London cab, each episode of the series focuses on a specific topic such as measurement, distribution, and optimisation.
“Social media is easy to use and so it often becomes the only way people market content, but you need to focus on using multiple distribution methods,” Lee Gibson, head of sales UK and Ireland at Outbrain, says in the report.