The Secret To Effective Content Marketing

The younger generation is especially more open to what brands have to offer by way of "content marketing." Nescafe, for instance recently moved its entire web presence to Tumblr instead of sticking to the traditional website routine. The brand got a personality that users were now engaging with across media formats. Content marketing campaign has to find ways of being relevant and useful to the consumer. Native ads focus on the look of the ad acting within an experience a user is engaged in. Once published, brands should track how engaging their content is by measuring the feedback generated and frequency of sharing. Data is the lifeblood of a content marketing campaign. It doesn't just keep it on the right track but also ensures greater return. Show positive intent - Choose consumer interest over self-promoting content. Show that it is not just about the brand but more importantly about the consumer 4.

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He’s got the whole world in his hands – the old song if sung in today’s digital context would get a whole new meaning. For ‘he’ is the person who can access any information he likes on his mobile, tablet or computer. That media itself has become so fragmented has posed as big a challenge as also an opportunity for brands. With the plethora of messaging consumers are bombarded with across media platforms, brands must realise the crucial importance of content marketing. Unless brands find something worthwhile to say, in other words offer quality content and place it right, getting consumers’ eyes and ears will just be an elusive dream.

Think about it, we are living in times where everyone wants to skip through the commercials, install ad blockers, even pay extra to get ad free app experience on mobiles. Brands cannot sit and talk at consumers, instead, a two way dialogue has to start because today’s consumer is not some passive viewer but an active participant. The younger generation is especially more open to what brands have to offer by way of “content marketing.” For brands it is a strategic tool to create and publish content relevant to their consumers in highly targeted and a non-intrusive fashion.

With all the technology at their disposal and creativity brands are turning into publishers. Nescafe, for instance recently moved its entire web presence to Tumblr instead of sticking to the traditional website routine. Consumers began sharing personal experiences, pictures, videos and GIFs on this platform. Nescafe created a sense of community among its consumers for whom the coffee became more than a product. It became an experience, something they love. The brand got a personality that users were now engaging with across media formats.

Web has blurred all lines between text, videos and photos. Television too has moved online with Netflix, online web series, movies. Video production is being lapped up by both traditional and digital media users to get more eyeballs and ad dollars. As technology evolves creative opportunities in video are only going to expand. For brands it is an extremely effective tool to create engaging, entertaining and informative content.

The…

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