Content marketing has been around for over 100 years, Brands are looking for ways to differentiate themselves and content marketing is the pivot. However, this year marketers in aligning all marketing with content for competitive advantages. In Chinese market, branded content is significant in the market, and developing a content brand takes an audience-first approach to business storytelling that builds a loyal audience.

“Content is the main driving factor, with everything else as a means to present content” – Amy Chen, interactive marketing director at Coca-Cola China.

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