Marketing content can be defined in 1000 different ways. The crux of the matter doesn’t just lie in the definition alone, it's more the value of the content. Is it built around the customer? Is it part of the client journey? Does it recognise the client’s need? Danny Blackburn looks at effective content
At a time when terms like “digital transformation” and “omnichannel” are a part of the marketing zeitgeist, content is a tactic that needs to reflect the sum of the business whole, not just the constituent parts.