Content marketing is one of the trends within the marketing strategy of companies that is becoming more established and the one that is being talked about the most. Companies have understood the value of reaching consumers using these resources and the numbers from the studies are giving them arms to show that this is not only an effective path but also one that consumers appreciate. A study recently pointed out that 89% of companies consider content marketing an effective marketing tool, a strategy that is especially effective when trying to win over millennials or one that is being increasingly supported by an investment in content from quality Costa-Rica Mobile Database. Content, therefore, has become a determining element that companies can use, although, given that the boom in branded content is still somewhat recent, this reality has not only become a promising element to establish the strategy of brand but also one that raises many questions about how to act and what to do to really reach consumers.
And in this situation of doubts and questions, those responsible for certain areas in some companies are one of the gurus that the media and companies turn to. Thus, in AdWeek they have asked Stacy Minero, head of Twitter’s content planning team and who has a professional background in the field of agencies (who are usually the protagonists of the companies’ content strategy), where He believes that content marketing is going to go and what he thinks should not be ignored today when establishing a strategy in this field. From their responses, 10 lessons can be established that are marking how to establish a branded content strategy . Live marketing will not be just a matter of big events Brands take advantage of the big dates to position themselves on social networks with messages to match them and thus reach a large mass of consumers through social networks.
Sporting events, such as the Olympic Games and the American Super Bowl (where US brands launch their heavy artillery and create examples of success that will later be analyzed and followed by companies from the rest of the world), are some of the cases. recurring for this practice. But live marketing, or real-time marketing, is not going to be limited to these moments. In fact, you are no longer limiting yourself to those moments. As Minero explains, real-time marketing will go beyond the moments of maximum news: they will also try to reach the consumer using day-to-day moments. The everyday will be the new fuel for this strategy, creating new opportunities to reach the audience and generate engagement on social networks Brother Cell Phone List. Consumers will have more weight in content The contents are going to stop being unidirectional – if they have not already left it – to involve the audience in their creation. Brands will rely on the creativity of their followers and will invite their audiences to be part of the creation of this content.
What do they gain from it? Minero explains that this is a much more immersive and fun experience. Some brands have already played with these types of ideas and have shown their potential. Starbucks is, for example, one of them: last year it launched a campaign in the United States to vote for consumers’ favorite drink at Christmas time. The coffee shop chain managed to mobilize its consumers. The prize was that the drink in question would be served in the firm’s coffee shops at a 50% discount. Personalized content comes into play According to Minero, brands will create personalized content at scale during 2015. This is it: brands have learned that consumers appreciate things that are unique and that demonstrate that they are known, understood, which makes the conversation really personal. Companies have to meet these expectations (buyers no longer expect uniform and impersonal elements), especially now that they have many tools to be able to meet them. In 2014, some examples of this personalized content have already been seen, such as the campaign of a hotel chain that linked consumers with their dream travel destination or one of American Express that sent the tweeters who attended a Pharrell concert custom autographs.
The importance of the stars of social media will be greater Social media stars have been increasing their weight and assuming new positions in recent years, so much so that analyzing who they are or why they succeed has become a recurring topic of analysis. Are they a fad or are they here to stay? In 2015 they will continue to stay and not only that, they will do so with greater force. The forecast is that these social stars will carry even more weight and achieve greater brightness when it comes to brands. The forecast is that brands will continue to interact with them and sign them up for their campaigns, while the agencies that are in charge of establishing relationships between brands and social stars will be able to increase their weight within the marketing landscape.
Messages will be longer The success of platforms such as Vine or Instagram (video), which only allow the publication of short videos, and the idea that consumers do not see videos on YouTube that have long durations have marked the decisions that have been taken regarding content audiovisuals. The truth is that, as many experts have been pointing out in recent times, Internet users are more than prepared to watch long-term videos as long as they are really worth it. The limit is no longer in not leaving for more than a few minutes. The forecast is that during this year, brands will go for the longest videos and that they will focus more directly on telling stories that have an emotional impact on consumers. As Minero points out, on Twitter they have seen that users consume and share videos that range from six seconds to 10 minutes.
The topics of interest will mark the contents The content and its distribution will be marked by the things that really interest and concern consumers. Brands, Minero recalls, now have the ability to know what buyers are interested in and what they are talking about. The information is there and companies just have to use it. The possibilities are many (like the Budweiser campaign that posted on Twitter the things that friends who were waiting for someone who was late in a bar were talking about) and brands have to take advantage of them. An ROI will be expected from the content The days of creating content because everyone was doing it even though it wasn’t quite clear what was being achieved with it are over. Brands have to know what they expect and especially what the contents report to them.
The content marketing strategy will align with the others to achieve end goals. Minero points out that brands are going to create maps that will indicate the parts of the conversion funnel to know exactly where all the points that interest them are and will position their content in each of the parts that interest them. Content will increasingly converge with technology In recent times there have been purchases, mergers and agreements between companies related to content and social networks and technology companies in order to offer more total solutions for the content marketing market. Analytics firms were associated with other software companies, social media companies bought other media optimization firms … The relationships are varied but they all point towards the same terrain: technology and content are increasingly related.
Agencies will look for new creative models In all this change of what is happening and what is going to happen in the immediate future, one of the bystanders (and one of those who could be left by the way if they do not lead the change) are the traditional advertising agencies. Creative agencies have therefore engaged in a war to find new models that fit this new playing field, buying firms in the digital field, attracting talent and diversifying services. Data will be everywhere In recent years, data has become a kind of magic item that all companies rely on to find solutions to their problems. While data has no magic and is not a miraculous answer to all problems, it is an invaluable source of wealth and a perfect way to find out what consumers want and how to deliver it. In 2015, the forecast is that data and especially producing it will become a more important element than ever in making business decisions. Brands will seek to be offered information about the day to day to be able to know how it works and what is happening.
