Hello, Schanel. It's so wonderful to have you.  We're talking about content marketing and how it shifted over the past few years, specifically in the luxury space. Content marketing is a buzz word in the marketing world, but what does it actually mean?  Schanel Bakkouche: First, thank you for having me. Content marketing or brand related content, is which consumers in all case or luxury consumers, actually choose to engage. So it has a value for the audience first, whether entertainment, information, or other value; and the brands second. Content can live in marketing and media channels; [00:01:00]it's not a channel itself, I would say. Content can be a spoke or a hub. It can be distributed through media or part of a destination. Importantly content is a means of engagement with current and prospective customer and give the luxury brands it's own voice.  Joshua Williams: Very interesting. So, what is the role then of content marketing for luxury brands specifically? Schanel Bakkouche: For luxury brands, the chief value of content marketing lies in its ability to reel in, persuade and evangelize the most discerning audience in the language and elevated aesthetic that is particular to luxury.  For the full transcript, visit: FCNewsBytes.com Learn more about your ad choices. Visit podcastchoices.com/adchoices