Do successful content marketing campaigns rely on a brand’s ability to tell emotional stories, or its internal systems to help scale content creation? Should a company partner with an agency to facilitate sustainable storytelling, or should it invest in a content platform and manage the strategy in-house?
These questions aren’t easily answered, but true forward-thinking marketers are discovering that the solution lies somewhere in the middle.
Take MasterCard, for example. The organization wanted to scale its global content creation program. But in order to produce relevant and entertaining information for various audiences, they knew it would need people on the ground in every city it wanted to engage.
