New technology, the smartphone-fuelled evolution in consumer behaviour, along with marketing’s inability to disrupt itself from its ‘business-as-usual-cycle,’ are some of the biggest risks to content marketers. In my free ebook I outline reasons why content fails and highlight some of the biggest content marketing success stories.

The Washington Post's VP of Marketing Paul Tsigrikes oversees WP BrandStudio, the Washington Post’s in-house creative agency, where he and his team develop and execute custom content for brands. He talked to me about the importance of knowing your audience, using data and innovative advertising technologies to target them effectively, and why it’s important to nail your story first, before thinking about how to execute it.