Content marketing overkill? Coles, IAG, Storyation on the COVID-induced surge in brands doing content and standing out through more noise

39:49
 
Share
 

Manage episode 273168108 series 2501526
By PodcastOne Australia. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

Bigger budgets are pouring into content marketing this year but IAG’s Director of Content & Customer Engagement, Zara Curtis, says there’s “a lot of bad content” being produced by brands. IAG is producing less but better quality. Curtis says she’s a “content killer” as IAG works out the art of what not to produce. Meanwhile, Coles’ Senior Content Manager Jill Tenner is doing much more in the past six months because of customer demand for inspiration. The key takeout, says Storyation’s Head of Content, Lauren Quaitance, is brands have been scrambling over the past five months to overhaul or develop new content marketing plans.

See omnystudio.com/listener for privacy information.

297 episodes