“Content outperforms advertising in terms of engagement…but relevant content programmed strategically with your advertising makes your advertising work harder for you.”

Kraft says it gets 1.1 billion impressions and four times better return on investment through content marketing than advertising. Ms. Fleischer, the Content Marketing Institute’s “Content Marketer of the Year” for 2014, said one key to Kraft’s success has been thinking of content in some ways the same as paid advertising.

Read more from the source: adage.com