Content is a marketing asset hidden in plain sight

Big global brands are finding out that content marketing works when you put customers – not your company – first.

“The attention span of a goldfish is nine seconds and the average human’s attention span is eight. That’s the challenge when you’re a brand trying to engage an audience,” said Katrina Craigwell, global manager of digital marketing at General Electric.

For those in charge of branding and marketing there’s another challenge. “From the ...