WATCH Axa's digital lead on why brands need to be in journalism

Content marketing provides brands a great opportunity to engage customers. To succeed, brands have to look beyond traditional marketing to tell stories that don't involve hard selling, behaving more and more like publishers.

In an interview with Marketing, Vaasu Gavarasana, head digital marketing at AXA Life Insurance, explains the key issues surrounding this contentious and exciting new area of marketing.

Gavarasana gives his top three examples of brands as publishers as well. Watch the video below:

[More from Gavarasana and other content marketing experts at Content 360. Join us on 8-9 April for two days packed with presentations, case studies and sharing on the future and challenges in Content Marketing today]

https://vimeo.com/122937335