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 consumersâ content moments.
As a top five Internet company, AOL has historically struggled with the role of research, analytics and insights. In the past two years, however, the company re- oriented itself around the voice of the consumer. In doing so, research became a critical function central to the company's decision making. This session delves into how the team architected the turnaround and the lessons that other research organisations can take away from this experience.