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    Show me the value: Introducing The Drum’s Content Marketing in Focus week

    For The Drum’s Content Marketing in Focus week, we delve into all things content marketing. From current trends, to actionable insights that’ll help you hone your 2023 content strategy, here’s everything you need to know.

    In 1926, tyre company Michelin first released its now-famous restaurant guide. The logic was simple: readers were provided with useful information about France’s restaurants; to visit these restaruants, readers would need a car; if they needed a car, they would also need tyres. With their annual guide, Michelin tapped into the relationship between good content and lead generation: if Michelin provided their target market with valuable information, then when their readers needed tyres, there was one company they’d remember above the rest.

    Almost 100 years later, how much has changed? The birth of the internet, email, social media and the smartphone has unequivocally altered how content is produced, distributed and consumed. The popularity of short-form video content such as TikTok, and the perpetual rise in podcast listeners have ushered in a new era of content, where creators are able to tap into vast global audiences – and do it from their bedrooms. And as brands strive for a greater level of audience engagement, and look for new ways to acquire first party data, interactive content such as gamification is reshaping what ‘content marketing’ means altogether.

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    But at its heart, content marketing hasn’t really changed at all. For a campaign to succeed, it still has to adhere to the same century-old principle that governed Michelin’s restaurant guide: give your audience something valuable and their business will come. But with 71% of decision-makers saying that half or less of the content they consume is actually valuable, the real challenge for today’s content marketers is producing content that people genuinely want. This week, we’re dedicated to helping marketers overcome this challenge.

    During our Content Marketing in Focus week, we’ll be looking at what content marketing means in 2022 and beyond, including:

    • Definitions for the content marketing novice
    • The role of SEO in your content strategy
    • Social media tips, strategies and trends
    • Influencer marketing
    • Gamification
    • How to create a successful content strategy
    • 2023 tips and likely trends
    • Content marketing tips and tricks

    Visit our Content Marketing in Focus hub for more news, insights, and strategies around content marketing.

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