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Julia Hutchison, head of Content Marketing at Group FMG and former Chief Operating Officer for the Content Marketing Association and speaker at Content 2013 – the content marketing conference taking place at the end of the month in Cape Town.

• 10 big content marketing trends to look out for in 2013

  Last year was a great year for content marketing, one that saw it established as a key discipline as brands looked to create a genuine rapport with their target audience. And there were big names leading the charge; the likes of Coca-Cola and Red Bull both embed content strategy as an integral part of their overall marketing strategy. Of course, with this new-found celebrity status comes a greater spotlight, and there are a number of key recurring themes and trends ...