Arnold On: Content Marketing Report

On February 25, 2015, Arnold Worldwide’s Business Strategy team published a new edition of Arnold On, focusing on Content Marketing: Getting to Great Content That Works.

About Arnold On

Arnold On explores cultural, consumer, brand and business trends that are directly impacting marketing today. Through a combination of cultural observation and proprietary qualitative and quantitative research, we aim to uncover meaningful shifts in attitudes and behaviors and provide marketers with ways to harness these trends to benefit their brands and businesses.

About Content Marketing: Getting to Great Content That Works

Most CMOs now understand the need to incorporate content in their marketing mix, but many still feel they are shooting in the dark when it comes to what type of content to produce. Content may be today’s hottest buzzword, yet despite all this chatter, there are still key insights missing from the conversation. In order to fill in the gaps, we surveyed more than 1,500 consumers across the US, UK and China to gauge their attitudes and behaviors when it comes to content. We overlaid our understanding of what it takes to design, build and optimize effective content systems based on Arnold Worldwide’s experience helping clients infuse content into their marketing mix. In this report, we’ll show the role content can play in a brand’s marketing strategy and present the key principles for getting to Great Content That Works.

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