Companies are flocking to content marketing because they believe it gives them a leg up in the attention economy, but using a content-led approach isn’t enough to break through the media morass or stop consumers from clicking away, fast forwarding or zoning out. Great content marketing combines spot-on insights, a strong sense of value exchange, and distribution channels that maximize relationship while minimizing media
costs. Effective content must be captivating, meaningful, timely and sought after. And most importantly – effective content is never ever boring.