Banners, pop-ups, and other intrusive formats are plummeting in efficacy. Ad fraud is rampant, as are ad blockers. Marketers are challenged to reach consumers in ways that excite rather than anger them. Content marketing allows us to inform, educate, entertain, and provide utility. It’s there when our audience wants it rather than when they don’t.

International brands are challenged to globalize their content initiatives. Attention must be paid to what types of content can be repurposed across channels and cultures and what content must be created and published locally. Bottom line, businesses that treat their international markets like a separate business all together see the highest level of success.

Content can easily be tracked and managed. We can measure the success of our content by how well it drives potential customers through a funnel. But there are softer returns on the investment into content. When done right, your content will start to give your product personality. Whatever the personality is, it must be intentional and authentic. And most of all it must be frequent to instil trust with your customer.