Content marketing brings better ROI for Kraft

Content marketing that is worthy of paid advertising brings more ROI, according to a Kraft’s director of data, content, and media.

Kraft Foods sees better ROI through its content marketing than through its traditional advertising, according to a company executive.

Julie Fleischer, the company’s director of data, content and media, shared the insight at Content Marketing World recently, where she was also recognized as Content Marketing Institute’s “Content Marketer of the Year” for 2014.

Fleischer said Kraft sees “the equivalent of 1.1 billion ad impressions a year and a four-times better return on investment through content marketing than through even targeted advertising,” according to a write-up in AdAge.

How is Kraft doing it?

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