Brands recognise that content is a vital way to reach and engage with consumers, whether they’re selling biscuits or bank accounts. What is proving challenging is getting these organisations to realise that content is no longer a bolt-on; something to be added into a website when time allows.

Content stretches across every channel of interaction. It is a living thing, evolving as customer needs develop and is as much the remit of the insight or operations departments as it is a creative output.

The Future of Content Marketing report, published in association with Oracle Marketing Cloud, examines how content marketing has changed and how brands need to alter their approach to remain current and relevant.

Themes explored

  • Data-driven content marketing. Whether overt or not, content is always custom.
  • Bi-directional content. In an omnichannel environment, content is not a one-way communication, it is a conversation.
  • Automation. Customers are aware of the inauthenticity of automated responses to human questions but on the flip side are happy to receive automated content if it is intelligently designed and delivered.
  • Multinational multichannel. Navigating customer segments in a single territory already encourages an exponential growth in the amount of content needed to engage with customers. Moving content across borders only exacerbates the problem.
  • Measurement. The future of content goes far beyond driving results in search or unique web visits.
  • Social. While social platforms are becoming the hub for content conversations, little has changed when it comes to the importance of remaining relevant and authentic on social. Interruption is fine, even in one-to-one messenger conversations, as long as it fits both criteria.
  • Utility. Successful content is always going to be useful content.


The methodology involved two main phases:

  • Phase 1: Desk research to identify relevant issues and opportunities for content marketing, examining the current landscape and how it is evolving.
  • Phase 2: A series of in-depth interviews with a number of senior executives working for international brands.


We would like to thank the following for their contributions to this report:

  • Michael Africk, Founder and CEO, Inmoji
  • Jay Baer, President, Convince & Convert
  • Jack Davies, Head of Content, Saatchi & Saatchi
  • Ed Hartigan, Head of Earned Media, iProspect UK
  • Josh Jacobs, President, Kik Interactive
  • Doug Kessler, Creative Director and Co-Founder, Velocity Partners
  • Tom Osborne, Senior Content Manager, Digital, British Gas
  • Ben Salmon, Founder, Attributely
  • Perry Tell, Chief Operating Officer/Founder, Inmoji
  • Pollyanna Ward, Digital and Social Media Manager, Mondelez International

Other reports in the Modern Marketing Actionable Insights Series