Content has been providing value to businesses’ marketing campaigns from day one. From adverts to thought leadership and everything in between content has been a staple ingredient.

What has notably changed is that the role of content creation has become a discipline in its own right. And the sheer scale and breadth of modern marketing campaigns requires that the generation of content itself needs significant research, thought, structure and measurement if it is to be successful.

The good news is that content marketers in both the B2B and B2C arenas are growing in confidence and their efforts are reaping some measurable returns.