Marketing Leaders' Approach To Content Creation For Brands

Marketers have long relied on advertising and their agencies to help tell the story of their brands. As consumers become immune to traditional advertising and ad clutter and fragmentation limits ad effectiveness, content will become a powerful way to connect to consumers. Unlike their reliance on ad agencies for the campaign and the message, some marketing leaders have taken a new approach to how they create, produce, and distribute brand-supported content. Their four projects are summarized here. While there's not one single right answer for renewing how brands make content, all CMOs need a content strategy they can depend on for engagement.