No matter how much you believe in the benefits of content or are committed to creating a content strategy, it can be a struggle to execute a successful content marketing approach. In working with a variety of B2B firms across a range of industries, I’ve discovered six common challenges facing marketing professionals and executives when it comes to content marketing.

Content marketing has shown tremendous growth in recent years, as brands scramble to find ways to engage and retain the attention of increasingly-distracted audiences.

As the year of customer experience, digital transformation, premium programmatic and ad viewability and addressability comes to a close, the team at CMO has pulled together a list of our most-read stories for 2016 to see what issues have really been keeping marketers awake at night.

The original Death Star had a diameter of 140Km, was crewed by 1.7 million personnel, and had the ability to destroy a planet.

All the latest martech and adtech news from SAP, Adobe, Unruly, Aprimo, Springbot, Skyhook, Stackla, Rubicon Project, Pronto Software and AppsFlyer.

Test and learn is so ingrained in Expedia’s culture, its brand marketing team leader describes her campaign activity as “science experiments”.

As we head into 2017, the push towards digital is more paramount than ever, and marketers must put digital capability, skills, media spend and content front and centre of their efforts. To find out just how brands plan to do that, CMO caught up with three of Australia’s leading brands - L’Oreal, Helloworld and Expedia – to ask them for their marketing predictions for 2017 and how they are crafting their 2017 strategies amidst an ever-changing market.

Poor understanding of the connected customer journey across all touchpoints and data utilisation woes means CMOs continue to struggle to deliver on the promise of omni-channel alignment across digital and physical worlds, a new report claims.

Village Cinemas has debuted in-seat food and beverage services for VPremium cinema patrons with a new mobile app aimed at improving customer experiences onsite through digital means.

​Liquor retailer, BWS, has joined forces with mobile marketing company, Shopitize, to launch a new beer campaign rewarding customers in real time for their purchases.

Jason Bradshaw was ​appointed Volkswagen Group Australia’s first director of customer experience​ 12 months ago, an executive-level role he claims is also a first for Australia’s automotive industry. The remit: Put the customer front and centre across HQ, as well as its dealership network, making customers the first, second and third priority behind every business decision.

​CMO’s ongoing series of marketing leadership profiles has been a key part of our editorial offering this year. Singularly, they present some great insights into different industry sectors and approaches; yet combined, these profiles highlight both the diversity of talent locally and globally, as well as the similar challenges faced by CMOs as marketing undergoes its biggest transformation ever. Here, we round-up our top 10 CMO profiles for 2016.

Salesforce’s acquisition and integration of the Krux data management platform (DMP) into its Marketing Cloud is a sign that these data-centric adtech solutions are increasingly becoming core components in the martech stack.

Australian consumers are increasingly aware of the value of their personal data, and would put a $50 price tag on their contact details and online behavioural intelligence if they could, a new report has found.

Two new executive-level CMOs have joined Australia’s marketing leadership ranks this week following appointments at Bupa and SocietyOne.

There’s a transformation going on at Carsales, and CMO, Kellie Cordner, is playing an instrumental role in ensuring it’s a customer-led one.

The feature brings Periscope into the Twitter app and streamlines the process by eliminates the need to have two apps installed.

CMOs must work with CIOs and develop a “CIMO perspective” in order to collaborate and achieve success in the age of the digital customer.

The Interactive Advertising Bureau (IAB) is claiming a world-first after launching its inaugural edition of digital advertising viewability benchmarks based on industry data.

As the chief marketing officer at Tourism Australia, Nick Baker learned a lot about what people from around the world like to do with their leisure time.