Content in the age of saturation: brand identity first, strategy second

In today’s content-saturated world, brands must be smarter about the content they create, starting with brand identity. For The Drum's Content Marketing Deep Dive, DPDK’s head of strategy Helga Torrezan unpacks the importance of quality over quantity.
The phrase ‘content is king’ is often echoed in our industry. Although it was popularized by Bill Gates in a 1996 essay, it still rings true today. In 2021, 82% of marketers actively invested in content marketing, a num