Content marketing is a long-term strategy, based on building a strong relationship with your target audience, by giving them high-quality content that is very relevant to them on a consistent basis. As consumer behavior changes to research-based buying, content has become a critical weapon of professionals, especially marketers. This obsession with great content has lead to something called “content marketing". Branded Content Marketing is predicted to be at the heart of every marketing strategy, and there is growing evidence that there will be a significant shift in budgets to support it. However, there is still confusion as to how to do it, who should do it and how it is measured. This podcast bring you the knowledge, the skills and the secrets – you need to take you to the absolute cutting edge of Branded Content. The podcast is in partnership with the BCMA. The BCMA is the global industry body for branded content practitioners, run by practitioners, promoting best practice, sharing knowledge and growing the branded content industry. To know more about the BCMA, go to www.thebcma.info This time we speak to Luke Southern, Managing Director at Drum (drum.co.uk). They are a content business that helps ambitious brands both co-create and co-opt popular culture. Being a part of OMNICOM MEDIA GROUP UK means they not only understand audiences better with access to their vast data, but we also reach them in more effective ways through preferential access to the biggest media platforms and networks. CoPartnered with Atharva Marcom, India's smartest PR firm. Reach out to them at www.atharvamarcom.com or atharvamarcom@gmail.com.