However, when it comes to implementing content marketing, strategy must be a key consideration and brands must ensure they are developing authentic content.

That content, initially at least, should be led by in-house departments who will have the innate passion of the brand, rather than agency teams.

The panel agreed on the increasing role of content in today’s digital marketing mix, suggesting that content is the thread that brings the brand vision together.

Brand marketing is about story telling

Outbrain COO David Sasson suggested that great brand marketing has long been about telling a story and while this has been difficult using tools like banner adverts, content marketing provides a better way to tell that story.

Arif Haq, manager for digital, technology and content at Gatorade suggested that content enriches the texture of a brand’s communications, and that it is through content that people can engage and interact with brands.

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