​More than half of Australian marketers claim their organisations have clarity on what an effective or successful content marketing program looks like, and their content marketing strategy increased from 37 per cent to 46 per cent, a recent survey by the Content Marketing Institute found.

In the late 1940s French beauty company, L’Oreal, revolutionised advertising by staging live radio shows. Now it is establishing a position at the forefront of the latest media for branded content – online.

Marketers should be focusing on generating business and problem-oriented content over thought leadership pieces if they want to influence the self-serve customer buying cycle.

B2B marketers have become obsessed by content marketing, but their approach is largely mediocre and isn’t changing the customer’s behaviour enough to move the commercial needle, an industry advisory group claims.