Posts about Content marketing

Industry knowledge

WFA produces resources, research and guides across a wide range of emerging marketing topics and challenges. All the work is informed by WFA member input and developed in close cooperation with the best experts from across the industry.

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  1. Knowledge spotlight: Creating persona-driven content
    Video
    CreativityContent marketing

    Knowledge spotlight: Creating persona-driven content

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge spotlight: Creating persona-driven content"
  2. Knowledge spotlight: Rooting creativity in culture
    Video
    CreativityContent marketing

    Knowledge spotlight: Rooting creativity in culture

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge spotlight: Rooting creativity in culture"
  3. Knowledge spotlight: Creative mindset 101
    Video
    Brand purposeCreativityContent marketing

    Knowledge spotlight: Creative mindset 101

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge spotlight: Creative mindset 101"
  4. Knowledge Spotlight: Content production 101
    Video
    Content marketingMarketing operations

    Knowledge Spotlight: Content production 101

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge Spotlight: Content production 101"
  5. WFA Global Marketer Week '23 | Mark Adams: Think like a designer, not a marketer
    Video
    Global Marketer WeekContent marketing

    WFA Global Marketer Week '23 | Mark Adams: Think like a designer, not a marketer

    WFA

    The greatest challenges we face today were produced by design and must be solved by design. They originated in the optimism of the industrial revolution and to tackle them we have to understand our place in history, embrace the optimism that got us here and ‘design’ our way out.

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  6. Reasons to be optimistic: How the best work of 2022 can help marketers up their game in 2023
    Expert opinion
    CreativityContent marketingDigital media transformation

    Reasons to be optimistic: How the best work of 2022 can help marketers up their game in 2023

    Arwa Mahdawi

    Guardian columnist and brand strategist, Arwa Mahdawi, takes a look at the lessons 2022 has taught marketers for the year ahead.

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  7. WFA launches Global Marketer of the Year 2022
    Press releases
    Brand purposeBrand reputationCreativityGlobal Marketer of the YearMarketing effectivenessMarketing structureContent marketingMarketing capabilitiesMarketing operations

    WFA launches Global Marketer of the Year 2022

    WFA

    Partners with The Drum to celebrate global and regional marketers and the work they do to strengthen their brands and businesses

    New WFA Hall of Fame celebrates the work of all the marketers who have been shortlisted in the five previous rounds of the award

    Read more about "WFA launches Global Marketer of the Year 2022"
  8. Creative effectiveness is not about taking risks
    Expert opinion
    CreativityMarketing effectivenessContent marketing

    Creative effectiveness is not about taking risks

    Russell Parsons

    Having spent more than 10 years reporting on what works in marketing communications, the key to the effectiveness of creativity is down to more fundamental matters, says Marketing Week Editor-in-Chief, Russell Parsons

    Read more about "Creative effectiveness is not about taking risks"
  9. Reversing the decline in advertising effectiveness
    Expert opinion
    Brand reputationCreativityContent marketing

    Reversing the decline in advertising effectiveness

    Orlando Wood

    To create memorable advertising that builds brands, the industry must capture the ‘broad-beam’ attention of audiences; for that to happen, marketers must shift their focus – they must look out, says Orlando Wood, Chief Innovation Officer at the System1 Group.

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  10. Accelerated sponsorship
    Expert opinion
    CreativityInfluencer marketingGamingContent marketing

    Accelerated sponsorship

    Ian Malcolm

    Key trends have come to the fore due to COVID. Ian Malcolm, President and CEO at Lumency, a brand side sponsorship, experiential and content marketing consultancy, explains why they matter.

    Read more about "Accelerated sponsorship"
  11. Advertising has rebranded diversity, and it isn’t a positive change
    Expert opinion
    Advertising & policyInclusive marketingContent marketing

    Advertising has rebranded diversity, and it isn’t a positive change

    Belinda Smith

    Diversity efforts are often whitewashed and dulled down, says Belinda Smith, Global Head of Media, Electronic Arts. Here are 5 ways to improve these initiatives

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  12. Knowledge Spotlight: How to turn content into revenue
    Video
    Content marketingMarketing operations

    Knowledge Spotlight: How to turn content into revenue

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge Spotlight: How to turn content into revenue"
  13. Global Content Production Ecosystem 2018
    Benchmark
    Agency managementMarketing procurementContent marketingMarketing procurement

    Global Content Production Ecosystem 2018

    WFA, APR

    WFA member bechmark. For additional details, please log in.

    Read more about "Global Content Production Ecosystem 2018"
  14. Webinar: Achieving data-driven marketing success - Balancing the need for mindset alongside strategy
    Video
    Digital policyGDPRContent marketing

    Webinar: Achieving data-driven marketing success - Balancing the need for mindset alongside strategy

    WFA, The Customer Framework

    In a post-GDPR world, success in data-driven marketing requires a clear and rigorous strategy identifying the use and application of data and technology, while also specifying how to overcome silos, close capability gaps, re-engineer processes and address other cultural issues. 

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  15. Survey on content production-data and benchmarking
    Benchmark
    Trends & forecastsAgency managementCreativityMedia & analyticsMarketing procurementContent marketingMarketing operationsMarketing procurement

    Survey on content production-data and benchmarking

    WFA, APR

    WFA member survey. For additional details, please log in.

    Read more about "Survey on content production-data and benchmarking"
  16. Webinar: Content in a connected world
    Video
    Content marketing

    Webinar: Content in a connected world

    WFA, MillwardBrown

    In this hyperconnected world, how we can make our proposal relevant?

    Read more about "Webinar: Content in a connected world"
  17. 5 ways to make newsrooms & content more effective
    Report
    CreativityCMO ForumContent marketingMarketing operations

    5 ways to make newsrooms & content more effective

    WFA, Brilliant Noise

      WFA members only content. Please log in to access this document.

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  18. Content marketing survey results
    Benchmark
    Marketing structureCMO ForumContent marketing

    Content marketing survey results

    WFA

    The purpose of this study is to better understand perceptions and actions in relation to content marketing, notably in relation to internal resource.

    Read more about "Content marketing survey results"