As the marketing ecosystem continues to change and evolve, content marketing is the vital element that ties a range of activities together.

It defines the key terms within the marketing mix and stands out in the collective consciousness of a company or organisation. The last few years have seen a sweeping change in the marketing landscape as social media and new technology add to the ever-growing pile of opportunities.

As communication across the products and services has expanded, the nature of the content itself has also changed.

We are now saturated with a plethora of content on a diverse array of platforms and are in the midst of a content marketing revolution. No longer content that is marketed alone; now it is interwoven with the communication process. The resulting communication is designed to be read and understood and can offer a simple start to a move from reach to engagement and ultimately to conversion.

As a leader of an interactive agency and publisher, I understand the role and strategy of content marketing across the customer journey and want to share the insights I have gleaned over the last three years as the content marketing business has grown and matured.