Content marketing: How Coles and IAG are navigating the tsunami of mediocrity
Marketers are pouring money into content marketing as Covid crimps above the line options. Great news for the likes of News-owned content marketing outfit Storyation, whose Head of Content, Lauren Quaintance, says brands are rushing to build out content machines. But bad news for those marketers struggling to stand out in a sea of junk. So how are Australia’s big brands cutting through? IAG’s Director of Content & Customer Engagement, Zara Curtis, says she’s become as much a content killer as content creator. Meanwhile, Coles’ Senior Content Manager, Jill Tenner, is taking a smarter, post-Covid approach to reuse and recycling. All three think journalists have a bright future…
Read Paul McIntyre’s Deep Dive article (5 min. read):