@kraftfoods has a 4x better ROI (return on investment) using content marketing than using targeted advertisement. Julie Fleischer, Content Marketing Institute’s “Content Marketer of the Year” gives the following tips:
“Market to individuals, not segments”
“Pay attention to trends and apply them quickly”
“Realize that content and advertising are inextricably linked”
Although content outperforms advertising (engagement-wise), pairing relevant content with strategic advertising makes your advertising “work harder for you”.