Content marketing supports brand awareness, demand generation, sales pipelines, customer loyalty, and retention. Worldwide, 97% of marketing industry respondents favor content as a tactic and say it forms part of their marketing strategy, according to a 2021 Semrush survey. Significant time and budget dollars are spent on content creation and distribution.

On this episode of Brand Anatomy, where we get exclusive looks inside leading brands, Briefing director Jeremy Goldman sits down with Mike Janover, vice president of global digital and direct marketing at Gap Inc., to discuss how the clothing and accessories retailer is tackling personalization at scale, the nuances between the brand's marketing channels, and the top technologies it's implementing.

B2B content marketers rely on campaigns, plans, and calendars—but none of these equate to a marketing strategy. Simply producing more content can affect the quality and dilute messaging, draining overall value.

In a survey of marketing decision-makers from 163 leading organizations, more than 80% say they plan to increase their retail media spending next year, showing the popularity and continued growth of the channel.

Consumers care about companies’ values, but they have varying expectations of how brands reflect these values. To navigate the polarized political and social landscape, companies need to begin with a clear understanding of their brand values, communicate with authenticity, and strike a balance between engagement, action, and restraint.

Recent gains in direct-to-consumer (D2C) ecommerce sales are being driven more by incumbent brands than disruptors. What can they learn from each other about building brands in the digital age?

Global marketers are set to increase social spend 53% in the next year. It will be increasingly important for marketers to understand how to navigate the complex influencer landscape to build authentic consumer connections.

Watch the on-demand replay of our webinar, Marketing in the Metaverse, as our analysts cover facts and figures about the popularity of the metaverse with consumers, as well as statistics regarding metaverse-centric technologies like AR and VR.

Video is a growing part of advertising on social media. Here’s how advertisers are using video ads on social platforms to drive ad performance throughout the funnel.