By Gillian West

Content marketing is not a new fad or trend, though still in its infancy compared to other marketing methods, the discipline is a natural evolution in terms of advertising. However, Mashable’s executive director of advertising, Ben Maher, notes there is a “sliding scale of competency”.

Speaking to The Drum, Maher, a judge at this year’s The Drum Content Awards, explained some brands have grasped the importance of using “content in creative ways to convey messages” but there are still brands “continuing steady with what has worked before” and, surprisingly, some who are not getting involved at all.

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Source: The Drum