Tailor-made: How to cut through with custom content

Belinda Barker

More brands now want agencies and media partners to develop increasingly sophisticated branded content solutions to reach certain target audiences.

A growing number of brands today are looking for agencies and media partners to develop increasingly sophisticated branded content solutions to reach specific target audiences.

At least, that's a collective interpretation of many of the findings unearthed in the World Media Group's Future of Global Content-led Marketing study. With an overwhelming 78% of brand and publisher respondents (and 85% of agencies) expecting content-driven marketing to grow over the next two years, and 45% saying more than half of the campaigns they are currently working on are now content driven, the discipline can clearly expect healthy growth.

Historically, content marketing has...

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