Felix Baumgartner for Red Bull Stratos

To solve the issue with content marketing, we need to start looking at content as part of a broader ecosystem, argues Ben Barone-Nugent, a senior digital writer & content strategist at TBWA, in a Digital Marketing special in The Guardian.

“If we define experience as the beginning-to-end engagement with a brand, then content is simply part of the spectrum. [...]

Digital content needs to be supported by great user experience (UX), solid digital strategy, attentive channel management and smart technology. To reiterate – it must be part of a system.”