Content Marketing

All the latest news, analysis and opinion on content marketing.

6 ways Standard Life is disrupting the insurance industry

Standard Life faces the often difficult task of marketing long term investments to consumers more interested in the here and now. Having benefited to the tune of almost 1 million new customers due to the new auto-enrollment for pensions, the brand’s marketing MD Stephen Ingledew explains the six methods it uses to ensure its marketing is relevant and resonates.

Airbnb’s marketing boss on polarising brands, mass tourism and why it wants to offer a ‘complete experiential proposition’

Airbnb is rapidly expanding its service away from just offering accommodation to provide a full travel service as it looks to lure holidaymakers away from “mass produced tourism”. The brand’s CMO Jonathan Mildenhall talks to Marketing Week about being a polarising brand, maintaining its “millennial cool” and its plans for the future.