Avoid cliches and don’t be boring: The golden rules of effective content marketing

If you’re in the world of business, you know content is king. But you might not realise just how regal a typical content marketing campaign has become.

Have a scan down the list of the winners of last year’s Content Marketing Association’s annual awards and you’ll see big budget documentaries, inventive apps and comprehensive storytelling experiences, all designed to connect customers to a brand.

Airline Qantas took out one of the top honours at last year’s awards for its content hub and in-flight magazine, which used data to “engage with people with the right content at the right time” while customers were travelling or in the air. The company was able to monitor content delivery across all its platforms to get the most relevant information to eager travellers.

The judging panel said the airline could demonstrate its content reached more customers who earned more than $150,000 annually than any other newsstand in the country. Read more

Emma Koehn - SmartCompany - 6 April 2018