Why Content Marketing is Not One Size Fits All

All content is not created equal. With the advent of new digital platforms, it’s important for marketers to stay ahead of how their customers consume content. The first step, according to marketing expert Andrew McLean, is for advertisers not to recycle content across different mediums. What works for a Facebook audience may not work for a company’s Twitter followers, for instance. Marketers are fortunate that data is better than ever, and that measuring the efficacy of campaigns has never been easier. The challenge facing marketers now is how to keep up with consumers’ appetite for new content. Andrew McLean sits down with GLG to discuss trends in content marketing, consumer behavior, and more.

Andrew McLean is the Chief Development Officer of Quigley-Simpson, one of the largest performance media and advertising agencies in the US. Between 2014 and 2016, McLean served as CEO of Mercury Media. McLean has over 25 years of radio, television, print, and digital advertising experience, including 20 years at WPP, Omnicom, and Publicis, and 5 years at The Walt Disney Company, where he led their in-house advertising and media operations. Mclean is an active media buyer in the U.S. for major corporations like Proctor and Gamble, Citibank, AT&T, Starbucks, Macys, Accenture, GSK, Bayer, Paramount, Ford, Mercedes, and Unilever. In addition to his work at Quigley-Simpson, McLean serves as an advisor and non-executive director for two pre-IPO digital companies. He is also a board director at the University of Georgia’s Grady School of Mass Communication.