Our website uses cookies to improve your user experience. If you continue browsing, we assume that you consent to our use of cookies. More information can be found in our Cookies Policy and Privacy Policy.   To access all of our premium content, including invaluable research, insights, elearning, data and tools, you need to be a subscriber. Explore our subscription options and get instant access for you, your team and your organisation to a wealth of resources designed to help you achieve excellence in marketing. In particular, social media has had a profound impact on the digital landscape, reflected in the increasing number of platforms – and features on those platforms – that marketers have to grapple with. There has also been a key focus on the transparency of branded content in recent years, brought about by fake news, undeclared social ads and fake follower counts. This has caused some consumers to question the trustworthiness of what’s presented, and brands are proactively responding to reassure their customers. With a higher demand for authentic and engaging images, videos, copy and other digital assets comes the increased importance of content marketing, and the need t...