By Mindi Chahal

Speaking at Marketing Week Live today (29 April), Michaelides warned delegates that content marketing is a “slow burn tool” that relies on “accumulative impact of a body of content over time”.

He said: “You have to get to a critical mass and you have to keep updating it to stay fresh and relevant. You have to sign up to make the long term commitment and investment – you cannot leverage it as a tool in your traditional marketing plan where you switch it on and off on a quarter-by-quarter basis.”

The brand admits that it took three or four years before any Read full story ›

Source: Marketing Week