‘Make someone smile’: Execs sound off on the future of content marketing

Content marketing is undergoing major changes from all ends — from how platforms work to how to measure its efficacy.

At Digiday’s Content Marketing Forum in New York earlier this month, we gathered 500 content marketers to discuss the future of content marketing. We also asked execs to discuss what they’d learned, and how they are modernizing their toolkit to create their marketing campaigns.

The key hits:

  • Tiffany Baehman, CMO of Cricket Wireless, says that the goal of her content strategy is to “make someone smile.”
  • For Eva Valerio, the director of global digital, social and CRM at La Mer, influencers aren’t overrated, because there’s an opportunity for them to have a genuine connection in the beauty space, but we have also reached a point of inundation with them.
  • On the other hand, Drew Pratt, group director of branded content with Havas Sports & Entertainment, wants to see influencer marketing on its way out.
  • Greg Gittrich, chief content officer at Soulcycle, says newsletters are the newest content trend that he cannot get enough of, especially when they dive deep into specific topics.

See the full video below:


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