Today, we released a new report on Content Marketing. This report outlines the key pillars to content marketing and advises marketers on how they can craft and execute successful content marketing programs.
Brands have always been content marketers in a sense, but with the changing digital landscape, content marketing is more important than ever. In fact, an October 2012 Econsultancy survey found that 90 percent of marketers think content marketing will become more important over the next year, though only 38 percent said they have a content strategy in place.
We define content marketing as the organization, creation and distribution of content to better connect with consumers or potential consumers. Birthed at the intersection of strategy, community and creative, “content” are those assets and experiences that, in aggregate, form the pieces of your brand’s story.
1. Digital branded content is a new animal. In the early days of communication, branded content fit into four buckets: Print, TV, Radio and Out of Home. Digital content has the power to break out of the advertising bucket, driving conversations, promoting sharing and connecting with consumers in a new way.
2. Content development combines creation and curation. Digital content allows brands to parallel the behaviors of its consumers, who are creating and sharing content – with or without brands – every single day. This environment presents a huge opportunity for marketers to showcase their brand’s personality and engage people in the same way they engage each other.
3. The buck doesn’t stop with creation. Marketers today are tasked not only with determining what type of content to produce, but where to place the content and how to ensure it’s seen by the right people. This is a unique challenge that requires tight collaboration across community and creative.