The Fundamentals of Content Marketing
In this Learning Path
Great content is difficult to achieve but telling stories has never been more important. This Learning Path takes you through debates around what works in content marketing, case studies on successful campaigns, a look at how to incorporate data into content and finally tips on creating great branded content.
1: Branded Content Tips
The importance of style, subject-matter, tone of voice and format, presented by Lexi Jarman, Global Director of Content at The Financial Times. Jarman oversees The FT's Content Marketing proposition and explains how to get it right.
2: Creating Compelling Content
Ari Weiss, Chief Creative Officer of DDB North America, and Lindsay Stein, Editor of Campaign U.S., explore what it means to be an effective modern storyteller.
3: Combining Content with Commerce
Successful retail brands stay relevant and grow by showing how their products fit into a consumers' life. Hear how those in areas such as fashion, cannabis and publishing create content that drives sales while also fostering consumer engagement.
5: The Intersection of Content and Commerce
Consumers expect more from brands than ever. At the same time, there is an increase in data and technology that marketers can use to meet those needs. Learn how successful brands are achieving success by tapping into data and better storytelling.
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