Over the last six years – I’ve seen some of the best and worst content marketing programs, and plenty in between. And it’s long fascinated me what it is that differentiates the two.
The world has shifted some. You know the story – the digital revolution bought new channels such as web, social, smart TVs, podcasts and email, and access to these channels is so widespread on powerful devices and computers with lightning-fast internet that we are ‘always on’.
With so many people involved in creating and approving copy, it can be difficult to maintain coherence and quality. A watertight brief will be your saviour.