Does content marketing work? And if so, why? This session explores the evolving world of content marketing, including branded entertainment, native advertising, and custom newsroom programmes. Over the past three years, AOL has built a large normative database measuring the effectiveness of content marketing programmes. Learn how content marketing can drive brand and funnel metrics, which tactics work best, and best practices for brands. In addition to prescriptions from the normative data, this paper shares new insights from a segmentation project, examining the motivations behind consumers content moments.