Creating content without a clear vision and strategy will lead you down a fruitless and costly path, writes Andrew Coroneo
The velocity at which content marketing has developed across the Middle East over the past few years has been remarkable. Whether through the adoption of new social platforms, collaborative partnerships with publishers or standalone ‘spectaculars’ (e.g. Coke Studio, Maggi Diaries), brands have been pushing more marketing dollars to content led initiatives.
Yet can you recall something that sticks in the mind? What brands do you go to as an authoritative information source or for their perspective on a subject? What brand sticks in the memory as one you want to hea
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