Content marketing

The case for content

Mirio Mella, head of customer engagement at, looks at today's biggest content marketing trends and explains how the operator is employing content to reach its goals

In a 2017 content marketing survey, 87% of respondents claimed to employ content in their marketing mix, yet at the same time only 22% classified their content strategy as sophisticated or mature. So what happened to ‘content is king’? Well that phrase has been so overused that it now qualifies as a parody. Initially it…

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