Hasta La Creative!

Kraft Foods has been doing content marketing for decades — its 18-year-old Food & Family magazine once mailed free to one in 10 U.S. households was later converted to paid circulation and is still beats such titles as Food & Wine, according to Julie Fleischer, the company’s director of data, content and media.

But it was only two year ago, when Kraft split from Mondelez, that the company really started getting its act together in content, said Ms. Fleischer in a keynote speech at the Content Marketing World in Cleveland on Tuesday. Kraft now generates the equivalent of 1.1 billion ad impressions a year and a four-times-better return on investment through content-marketing than through even targeted advertising, she said.

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.

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