Content marketing is increasingly recognized as an important marketing activity. Yet many companies struggle to define content marketing and appreciate how it can contribute to their business. Bobby Calder will address some key questions to help marketers understand the potential contribution of content marketing and execute it effectively.

1. What is content marketing?
2. Why are brands turning to content marketing rather than continuing to rely on conventional advertising?
3. How are consumers affected by content marketing and how does this translate into brand value?
4. What is the secret to executing content marketing effectively?

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