Content marketing is one of the biggest challenges and opportunities for both business and consumer brands today. As brands look to expand their reach online and engage audiences beyond ‘interruptive’ advertising, they’re increasingly looking to cultivate shareable content that is informative, entertaining and interesting.

Marketers regularly cite challenges around producing enough engaging content. A lot of the content out there today simply doesn't move a brand forward. Content should always map back to a broader brand story that is aligned to a brand’s fundamental story.