By Laurie Fullerton

While content marketing as an overall marketing strategy in both B2B and B2C has more momentum now than ever before, there is still some ambiguity among those in the industry about what “branded content” actually means. Further, there is a subjective element to branded content that is at odds with many marketing objectives, according to an extensive report by Branded Content Marketing Association research. While many marketers simply believe that it is an extension of their brand others see it as a manifestation associated with a particular brand in the eye of the beholder.

The report stresses that Read full story ›

Source: The Drum