How do you create content that people really need, and want to read? The smartest route is to start with search data, and use the insights to write engaging evergreen articles. This is what Sergey Lesnikov, Senior Global Digital Marketing & Ecommerce Manager at Philips, did with his team and partners Mavens of London in order to create the Male Grooming Experience Center, a digital hub for useful content around male grooming. Tara asks Sergey what inspired the idea, how it was done, what made it so successful, and the role of AI in the future.
Notes
Future Proof: The marketing podcast from Saïd Business School, Oxford University, and Kantar, the marketing insights and consulting company.
In each episode, we’ll have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way.
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