Using Content to Drive Brand Engagement
January 11, 2016
Content Marketing has gone from an emerging tactic to a central pillar of marketing in a manner of months. As consumers continue to grow weary of traditional advertising, the need for valuable, relevant content delivered when and where the consumer wants it becomes greater. Elliot Lum, VP of Strategic Marketing at Columbia Records, spoke with marketing leaders from across numerous categories to find out how they define content marketing, and what they are doing to master it moving forward.