Content-led Marketing

LONDON, Today: Colenso BBDO senior strategist James Tucker has lent his weight to a new Warc 2020 Effective Content Strategy report which found – surprise, surprise – that content-led marketing strategies are more effective than ever for brands.

Tucker – part of the team behind this year’s Grand Prix-winning DB Export campaign – said (via a Warc media release out of the UK): “The beauty of content is that it doesn’t have to feel like an ad. It’s not confined to specific formats and length.

“The world always needs great content and sometimes that content can be advertising. Even if it doesn’t feel like it.”

“The world always needs great content and sometimes that content can be advertising. Even if it doesn’t feel like it.”

The report cotinues: “As countries continue to go in and out of lockdown resulting in an increased dependency on screens to inform and entertain, there is a voracious appetite for good content.

“In this environment, content is coming into its own, with advertisers demonstrating a clearer understanding of how a well thought out content strategy can pay off for their brands.”

The full 2020 Effective Content Strategy Report is available to Warc subscribers on www.warc.com and includes in-depth chapter analysis of the key themes, thought-leadership commentary from industry experts and members of the judging panel, summaries of case studies and a breakdown of different models of successful content strategies.

Warc Awards 2021
Next year’s Warc Awards will launch in October 2020. Free to enter, there is a US$ 40,000 prize fund for the winning papers.

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