Content marketing overkill? Coles, IAG, Storyation on the COVID-induced surge in brands doing content and standing out through more noise

Bigger budgets are pouring into content marketing this year but IAG’s Director of Content & Customer Engagement, Zara Curtis, says there’s “a lot of bad content” being produced by brands. IAG is producing less but better quality. Curtis says she’s a “content killer” as IAG works out the art of what not to produce. Meanwhile, Coles’ Senior Content Manager Jill Tenner is doing much more in the past six months because of customer demand for inspiration. The key takeout, says Storyation’s Head of Content, Lauren Quaitance, is brands have been scrambling over the past five months to overhaul or develop new content marketing plans.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.